The role of Turquality as a state promotion in brand management and qualitative investigation on sectors

With each passing day, companies've started taking account of " Brand Concept " and there are arduous conditions to become "a Brand" both in home markets and overseas markets. While companies compete with each other, they shall be agile to reach the end consumers to meet their rapidly changing tastes and ideas as well as investigating to create a positive image on them. In order for companies to compete in both home and overseas markets, they shall be financially strong. At this stage, States provide governmental incentive to companies and "Turquality" is one of them and also the most comprehensive one. "Turquality" provides both financial and non-financial asisstance to companies which results in increased their brand recognition and their market share. The purpose of this research is to study "Turquality Program" and its positive effects on companies. Total of ten companies which are located in Istanbul have been intensively interviewed. Keywords: Brand management, government incentives, Turquality