Turquality

Atty. Deniz Mina Küpana

In today’s world, where the globalization is effective in all the areas, and where competition is now the integral part of the integration with international markets and plays an important role in the development of countries, a new economic system has emerged. Therefore, in order for Turkey to compete in such a system, there is a need for difference. In this respect,  Project Turquality has entered into force, through the “Communique on Branding of Products Made in Turkey Internationally, Creating an Image for Products Made in Turkey and Supporting the Project Turquality” on 24.05.2006 in Official Gazette Issue No. 26177, (Communique No. 2006/4), and a great step has taken towards this objective. Turquality is the first and the only branding program which is supported by a state, and incentivizes the companies to create strong brands in international markets. Through this program, companies with products ranges that have the potential to be a strong brand, adopts administrative know-how, institutionalization and development that cover all the processes from production to marketing, and from sales to after sales services, and can be global actors with their brands in international markets, and also may positively contribute to the image of products Made in Turkey, through their brands.

 

Art. 2 of the Principles concerning the Implementation of and Procedures regarding the Communique, No. 2011/5, regulates who can apply to Turquality program. Accordingly;

 

  • Exporters’ Associations (which serve under the Undersecreteriat of Foreign Trade)

  • Manufacturers’s Associations (Assocations established by manufacturers of the same field of activity)

  • Manufacturers’s Societies (Societies established by manufacturers of the same field of activity)

  • Companies who operate in Turkey, commercially and/or industrially,

  • Chain Restaurants (Enterprises that have at least domestic 5 restaurants/cafés, and at least 1 restaurant/café abroad, that introduce elements of Turkish culture, and food that introduces Turkish cuisine, and that serve such food in a proper way) (excluding the hotel restaurants/cafés that serve under the hotels’ own brand name)

may apply to Turquality Support Program.

 

It is not a must to be manufacturer to benefit from the program. For example, a ready-made clothing firm may not be manufacturing itself but may subcontract the production. Provided that it intends to apply to Turquality, not being a manufacturer does not constitute an impediment. The firm is qualified to do so if it exports under its own brand name.

 

As per the Art. 19 of  the Principles concerning the Implementation of and Procedures regarding the Communique, No. 2006/4, in order to apply to Turquality program, the firms should be exporting their brands, and the brand should represent Turkey, as a product Made in Turkey, and the brand should be registered in Turkey and at least in one of the target markets specified in the work schedule submitted.

 

To summarize the application process;

 

  • Initially, the firms must fill the form for “Preliminary Assessment for Firms to Apply to Project Turquality”.

  • Their score is calculated according to the answers provided for each question in the form (the score should be 85 or more)

  • In this respect, the firms should also carry out a preliminary assessment.

  • Should the firms qualify, the firms pay an amount ITKIB (Istanbul Textile and Ready-Made Clothing Exporters’ Association), determined proportional to their revenues.

  • Should the firms qualify, the firms pay an amount ITKIB (Istanbul Textile and Ready-Made Clothing Exporters’ Association), determined proportional to their revenues.

  • Firms applying to Turquality, will attend a Preliminary Assessment of 1 to 3 days, that is carried out by Deloitte Counselling and Turquality Secreteriat.

  • The firms should have corporate operations that are to be considered within the assessment. The firms should manage their processes institutionally, carry out performance evaluations periodically, and determine a road map accordingly.

 

The requirements to apply to Turquality Program are listed above, the process is explained in brief. This program is important for many brands to grow and make a name for themselves in international markets, it is expected that products Made in Turkey, will grow and become world-wide through this program.