Turkey is a significant player in world trade thanks to its production capacity and export potential. However, moving beyond its identity as a "contract manufacturer" and becoming a country with high value-added "global brands" requires a strategic transformation. At the heart of this transformation lies a state-supported branding program unlike any other in the world. TURQUALITY It is located there.
Unlike traditional export support programs, this program aims to strengthen not only companies' sales but also their corporate infrastructure, management skills, and brand perception, positioning itself as a guarantee of the positive image of Turkish products worldwide.
What is TURQUALITY? More Than Just Export Support
TURQUALITY® is a comprehensive system for companies in sectors where Türkiye has a competitive advantage, covering all business processes from production to marketing, sales, and after-sales services. It is a management development and branding platform.
The program's key difference lies in its focus: while classic incentives aim to "increase exports," TURQUALITY® “"creating more valuable brands"” Objectives. The aim is to create Turkish companies that have a presence in international markets with their own brands and are in a price-maker position, and to strengthen the "Made in Turkey" image in a positive way.
Strategic Objectives and Mission of the Program
TURQUALITY®, conceived as a "catalyst for development," has a mission that is not limited to providing financial resources. The program's roadmap includes the following critical objectives:
- Creating Global Players: Providing financial resources and strategic consulting to companies with brand potential, thus preparing them for the global arena.
- Institutionalization: To enable companies to move away from their family business structure and adopt a corporate and sustainable management structure.
- Information and Training Support: By providing training for management units and intelligence support on target markets, we aim to make it easier for companies to take the right actions.
- Image Management: To coordinate promotional and communication activities that will strengthen the perception of Turkish products abroad.
History: A Global Journey Beginning with Textiles
First November 23, 2004 The program, which came into effect on that date, began its pilot application with the textile and ready-made clothing sector, which was the leading sector of Türkiye at that time.
In the process of establishing the strategic infrastructure, a world-renowned consulting firm was involved. Werner International Worked with. Marketing guru. Jack Trout Positioning strategies were determined through strategic planning meetings attended by prominent figures. The backbone of the program was laid with the "Branding Roadmap" created in 2005.
Sectoral Expansion and Deloitte Collaboration
Initially focused on textiles, the program expanded its scope after proving its success. Sectors such as automotive, durable goods, jewelry, industrial machinery, and fast-moving consumer goods were also included in the program.
During this expansion process, the management consulting giant ensured that candidate firms were selected based on transparent and objective criteria. Deloitte Collaboration was established. Companies underwent a detailed preliminary review across 10 different performance areas to determine their eligibility for the "Champions League.".
Election Process and Structure
TURQUALITY® is more of an “accreditation and development” program than a grant program. Companies are evaluated in two stages:
- Brand Support Program: A pool prepared for companies that have potential for branding but have not yet reached the TURQUALITY® level.
- TURQUALITY® Support Program: The top league comprised of companies that meet all corporate and financial criteria and possess the competence to become global brands.
In this project, coordinated by the Ministry of Economy, TİM (Turkish Exporters Assembly), and Exporter Associations, the performance of companies is continuously monitored and the effectiveness of the support is audited.
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The only way for Türkiye to increase its export value per kilogram from around $1.5 to $3-4 is through branding. TURQUALITY® is one of the most visionary support models a government can offer to the private sector. Instead of simply providing funding, this system, which answers the question "How do you manage your money to become a global brand?", is the biggest driving force in enabling Turkish industry to shed its "subcontracting" identity and embrace a "designer and producer" identity.
Keywords: What is TURQUALITY? State-supported branding, Turkish product image, export incentives, institutionalization support, global Turkish brands, Werner International, Deloitte TURQUALITY.
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