AN EXAMPLE TO THE USE OF MYSTICAL METAPHOR FOR BRAND IDENTITY IN TURKEY: THE EVIL EYE BEAD

Abstract

Basically the mysticism which is associated with areas like religion,philosophy, literature today has taken part more and more in our lives bymeans of the popular culture. It has a potential for reaching large masseswith its wide concept, due to the subjects which highlight the spiritualemotions such as superstitious beliefs, entombed saints, wish trees, evil eyebeads, amulets, yoga, meditations, quantum, reiki, reincarnation beingincluded in the mystical marketing. Mysterious matters such as enlighteningthe truth behind the mysterious, unknown, metaphysical powers and events,reaching the unknown, foreseeing the future, exploring the insight power arenot overlooked by marketing communicators and brand managers whostrictly follow the agenda. In this study the use of mystical metaphor whichis a part of the popular culture for brand identity in Turkey has beenexamined and evaluated over the evil eye bead example.