The role and importance of branding in entry in international markets: The example of Turquality

Brand can be defined as a name, design, term, symbol or any other feature that differentiates one seller's service or goods from another sellers' products. Branding is one of the most important steps of business strategies. As conditions of market became more competitive, development of a brand and brand identity has also gained importance in terms of profitable development. Companies who plan to getting into foreign market face with greater risks and uncertainities. As a consequence, when they are supported by a bigger company, they can benefit more from those risks and uncertainities. In our study, the role of Turquality in the process of getting into foreign market is investigated through interviews with the managers of those companies that are supported by the Turquality programme.