A Turquality oriented in brand creating and internationalization processes research: Example of Afgan carpet sector

The winds of change, which are experienced with globalization today, affect all sectors and bring tough struggles in terms of competition. With the different and unique applications in the international arena, the strong, permanent and reliable positioning of the enterprises in the minds of the customers can only be realized in line with the importance given to the applications for the branding process. The fact that businesses have a strong brand will bring advantages such as higher market share and higher profit margin, and will bring significant gains in terms of sustainable competition. In addition, strong brands will be able to create significant effects in terms of representing the countries they belong to, in the context of a positive country image and consumer preferences. The purpose of the study is based on these views; To examine the internationalization processes of the Afghan carpet industry, which is chosen as an application example, to evaluate the support of the Afghanistan State in creating a brand, and to perform an analysis on the applicability of the Turquality brand support program for Afghanistan, which can create significant gains in this regard. In the first part of the study; brand concept, types, importance, components and general branding problems were evaluated. In the second part; An analysis was made for the carpet industry in Afghanistan with the factors that affect the concept, models and process of internationalization for businesses. In this section, the mission, vision and objectives of the program are explained by considering the Turquality brand support program. In the third part of the study, there is a research on the subject. Within the scope of the research, face-to-face survey was conducted with 36 people from senior officials who are the Afghan carpet exporter / manufacturer for the branding of the Afghanistan carpet industry and the applicability of the Turqualıty brand support program, the data obtained were statistically analyzed and suggestions were developed in the light of the findings. Keywords: Brand, Branding, Internationalization, Afghan Carpet Industry, Turquality Brand Support Program