Brand Turkey: Liminal identity and its limits

Since the 2000s, Turkish policymakers and private sector interests have combined representations of Turkey as both Western and Eastern with a branding approach to identity in foreign policy, trade and investment promotion, and cultural sector activities. This article analyses how the commodification of its liminal identity as a dual identity allowed Turkey to invoke different aspects of its identity in the West and the East in ways that catered to both audiences and enabled the pursuit of different political and economic objectives. However, the article also notes how this branding strategy was limited by the national identity debates and dominant geopolitical discourses that continued to situate the West and East as mutually exclusive and binary opposite identity markers. Overall, the case of Turkey underscores the complex relationship between branding, identity, and discourse, which has thus far received scant attention in the literature.