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Discover the potential of turkey

Discover the potential of turkey

Turquality: empowering Turkish brands
for global success

The Turquality Project is a pioneering initiative aimed at transforming Turkish companies into global leaders by offering strategic support and resources. Launched in 2004, Turquality aligns with Turkey’s 2023 vision of building internationally recognized brands. By focusing on quality, innovation, and competitiveness, the project helps companies navigate the complexities of the global marketplace.

A bold vision:

from local to global brands

The journey of Turquality began in 2004 with a clear and ambitious goal: to create 10 global brands within 10 years. The initiative was designed to provide Turkish companies with a wide range of support, from financial aid to consultancy services, ensuring they had the tools needed to succeed globally. As the project’s foundation was laid, the necessary legal frameworks and infrastructure were established to facilitate growth.

The 2023 vision of Turkey played a crucial role in shaping the project’s direction. This vision aimed to enhance the country’s global footprint by promoting the creation of globally recognized Turkish brands that reflect both quality and innovation. The Turquality initiative was created as a stepping stone toward achieving this national objective. The program also envisioned significant financial backing for selected brands, ensuring they could scale up their operations to meet international demands.

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Comprehensive support and expert guidance

What sets Turquality apart is its holistic approach to branding and global expansion. The program offers a comprehensive range of support to Turkish companies, including branding consultancy, financial assistance, market intelligence, and advertising resources. This all-encompassing approach is aimed at helping Turkish firms stand out in international markets by enhancing their brand appeal and operational efficiency.

To ensure the initiative’s success, the Ministry of Economy and the Turkish Exporters’ Assembly formed two teams: the Turquality Workshop Group and the Turquality Secretariat. The Workshop Group is responsible for shaping the overall branding strategy, while the Secretariat oversees the implementation of the project’s goals. These two teams have played a key role in guiding Turkish companies through the branding process, ensuring that each participant is equipped to compete effectively in the global market.

Expanding across industries

Although the initiative initially focused on the textile and ready-to-wear clothing sectors, it has since expanded into various industries, including technology, manufacturing, and food. By diversifying its scope, Turquality has allowed more Turkish companies to benefit from the program. The pilot phase began with 15 companies, carefully selected through an extensive evaluation process. After the first strategic planning meeting in 2005, Turquality expanded its reach, offering more companies the chance to participate and enhance their global competitiveness.

The roadmap developed during the initial phase of the project provided a detailed plan for branding, outlining key steps for companies to follow. This roadmap has helped many firms expand their international presence and improve their operations, contributing to Turkey’s global economic footprint.

Shaping the future of Turkish brands

As the Turquality initiative continues to grow, it remains dedicated to helping Turkish companies discover their potential and make their mark on the global market. By providing the necessary tools, resources, and support, Turquality is enabling these firms to create brands that not only reflect the rich heritage and craftsmanship of Turkey but also compete with established global players. Through a blend of innovation, strategic planning, and financial support, Turquality is shaping the future of Turkish brands, helping them to thrive in an increasingly competitive global economy.