The effect of personal brand and leadershi̇p concept on poli̇ti̇cal marketi̇ng 1983-1989 example of Turgut Özal peri̇od

The purpose of this study is to analyze the effect of personal trademark and leadership concept on political marketing by examining the 1983-1989 Turgut Ozal period. This research has been made using screening model with a qualitative research pattern. Theses regarding this subject, scientific publications, books, mass media publications and previous electoral information are among the data sources that have been used. The lives of the politicians and political leaders are lived in front of the people. Seperation of the lives of the politicians as private life and political life is often very difficult. In this research, the influence of Ozal's leadership on political marketing was analyzed. Ozal started his political career in a crisis period in Turkey, though it was not a bright beginning at first, it quickly turned into an opportunity that would lead him to become an influential political leader in the 80ies. He used his qualites that he had even before his political career such as boldness, naturalness, transitionist and elitist approach, visionary perspective, having good problem solving and entrepreneural skills to create his own trademark and he also successfully applied all these qualities in political marketing. Furthermore, his political attitude and behavior, are the sources of his charisma that made him a transitionist, authoritarian, liberal, conservative, joyful, visionary and bold leader. Besides his personal qualities, the facts that he adopted the political marketing principles and his successful application of these principles for his own political gain are also contributed in making him the Pioneer of Professional political marketing in Turkey. As a political figure that skillfully led many transitions in Turkish politics, of course he was heavily criticized by his political opponents of his time and after but he tolerated these criticisms in a very democratic manner and by doing so, contributed to the development of the polyphonic political infrastructure. It can be said that with all the achievements he gained for Turkey and all his contributions in the Turkish politics; Ozal, left a legacy that will be debated upon for many years.