The brand concept and a research on the importance of turquality in creating global brands

Brands can be defined as a name, term, design, symbol or any other feature that identifies one seller's goods or services as distinct from those of others. But in today?s globalised world brand means much more than this definition. Exporting branded products increases not only the foreign cash flow into the country but also the competitive advantage of the country. Producing and exporting world wide branded products instead of contract manufacturing, increases the foreign cash flow into country much more times.In this context, Turquality, the first and unique state supported branding project in the world, is embarked by Undersecretariat of the Prime Ministry for Foreign Trade and aims to upgrade the international image of Turkish-made products. Turquality?s vision is ?to create 10 global brands within 10 years? and hence to boost branded product exports.The aim of this thesis is to determine firms? high-level administrators? approach to Turquality programme. For this reason a questionnaire is developed and applied to Turquality brands? high-level managers. As a result it is found out that managers strongly believe that by Turquality support their brands will be global brands and their branded-product export will increase. Besides, the need for revising the Turquality programme according to the requirements of sectors other than ready-made clothing industry is determined.