Turquality renews pledge to promote Turkish brands abroad

Aiming to develop “10 global brands in 10 years” and boost awareness of Turkish goods abroad, the government-funded Turquality program renewed its pledge to promote Turkish business abroad .

Turquality renews pledge to promote Turkish brands abroad

World Bulletin/News Desk

Aiming to develop “10 global brands in 10 years” and boost awareness of Turkish goods abroad, the government-funded Turquality program renewed its pledge to promote Turkish business abroad at a meeting at İstanbul's Swissôtel The Bosporus on Wednesday.

“Today, 131 firms managing 141 distinct brands have been helped by this program,” said Economy Minister Zafer Çağlayan during the meeting. Addressing a crowded conference hall, the minister said the program had provided consulting services and education on how to develop a better brand image to 635 Turkish executives looking to promote their brands abroad and had called on academics from Koç and Sabancı universities to brainstorm how to better raise awareness of the country's firms abroad.

In many ways, Turkey's economic success has already helped boost awareness of “a broader Turkish brand” and helped Turkish firms operating abroad, said Turkish Exporters Assembly (TİM) head Mehmet Büyükekşi. “Turquality's goal was 10 global brands in 10 years. Last year, there were 10 Turkish firms that each sold over $1 billion worth of exports. I think our aim should be bigger; it should be possible to have 50 companies [each] doing $1 billion in exports by 2023,” he said.

Turkish firms exported a total of $152 billion in 2012, and Büyükekşi as well as officials in Ankara have said this figure could reach $500 billion by 2023. This ambitious goal would be in line with the country's targets for its first centennial celebration, by which time Ankara has said it can be a top-10 economy.

A growth rate of just 2.2 percent last year has dented Ankara's expectations that it might sail into the top 10 by that time, however, and Çağlayan said earlier this year that Turkey will need to average 5 to 6 percent growth every year for the next decade to reach its goal. If that proves possible, it will be in large part thanks to exports. “The business world needs a strategy and a vision to get Turkey to 2023. It can do it if it can develop global brands that will be the envy of the world,” he said.

Güncelleme Tarihi: 29 Mayıs 2013, 17:57
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