Turquality Markalaşma Programı: Gıda İşletmelerinin Profili

Abstract

The branding program Turquality, which is a blend word combined out of the words "Turkish" and "quality", promotes Turkish brands that bear global potential so that the image of "made in Turkey" can become a brand recognized in world markets. The main aim of this study is to introduce the branding program Turquality, to determine the general profiles of the food enterprises accepted by the program, and to detect the positive and negative aspects of the process and functioning on the basis of the views of the businesses. The basis of the study consists of authentic data obtained from interviews with food enterprises via survey study. The survey study was carried out with 15 enterprises which agreed to make interview out of 24 businesses operating in the processed food and agriculture sector which have been chosen for the branding program Turquality. The results of study yielded many findings. First, the interviewed food businesses have been found to be long-established businesses maintaining their business operations approximately for 39 years, and export operations to 57 different countries for 24 years. Second, these enterprises have been also found to be in Turquality program for 4 years. Third, it has been found out that the brand image of Turkey does not influence in foreign sales. It has also been discovered that they believe that they may create a worldwide brand with the support of the program; however, they also stated that the speed of support payments are slow. Last, it has been revealed that they remain agnostic as to the acception of unprocessed agriculture products, and that the program should be reconstructed for food businesses.