My answer is yes. A couple weeks ago I was teaching 40 young and promising executives in the TURQUALITY® program at my university in Istanbul. I have been teaching marketing strategy, brand building and global marketing within this program since its inception. I was so pleasantly surprised by the improved level and sophistication of marketing strategy and brand building knowledge in this group that I decided to share some insights on this program with you.

TURQUALITY® is a brand development program designed with the vision of “creating 10 global brands in 10 years,” very nicely fitting the focus of our book. It is mainly a support program aimed at creating global players out of Turkish company brands which have brand building potential. The brands go through a detailed application and screening process to qualify for the TURQUALITY® program. Selected brands/companies are provided with managerial, consulting and financial support on all links of the value chain, with an emphasis on marketing, branding, retailing and after-sales services. They also display the TURQUALITY® logo in their stores.

Recognizing that Turkish brands faced a negative country of origin perception in many of its export markets, especially in developed markets, the project was the brain child of State Minister Kürşad Tüzmen and was carried out by the Undersecretariat of Foreign Trade, Turkey Exporters Assembly and The General Secretariat of Istanbul Textile and Apparel Exporters Associations. As we explain in detail in our book, negative country of origin perceptions are major obstacles in brand building efforts …

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