Effects of branding on internalization: Example of Turquality

Technological and economic conditions are developing day by day. With concept of globalization removing borders makes goods, services, and capital flows more liberate so that companies must be on global markets. Strong branding helps companies differentiate from their competitors and positioning on consumer's mind. Strong branding means that higher market share and higher sales levels. In this concept countries that have powerful and global brands create positive country image on consumer's mind. This research has two parts which are theory and methodology. On theory part, fundamentals of this research are brand, branding and internalization examining with details. On the methodology part, programs of Turquality Brand Support and collect data with face to face interviews from three companies which they started branding process. This research's main purpose is examining branding and internalization process on companies that be part of Turquality program and create a road map for companies that want to apply Turquality program. Results of the interviews, scope of Turquality program makes companies' branding processs easier, increase companies' export and activities on foreign markets with incentives of R&D and training. Scope of this program gives training incentives to executives and these trainings have positive effects to strategic decision making system more globally. Besides Turquality programs create positive effect to Made in Turkey image on foreign markets. Key Words: Brand, Branding, Turquality, Internalization