THE IMPORTANCE OF BRANDING WITHIN THE SCOPE OF GOVERNMENT SUPPORTS: TURQUALITY EXAMPLE

Yıl 2024, Cilt: 7 Sayı: 13, 232 - 257, 31.12.2024

Sema Gumus

Öz

Today, as a result of globalization and developing technology, marketing boundaries between countries have disappeared. As a result, with the liberalization of brands, it became necessary for companies to operate in international markets. It is only possible for companies in Turkey to differentiate themselves from their competitors in the competitive environment of the national market and take their place in the minds of consumers by having a strong brand. Because countries with global and strong brands create a positive country image in the eyes of the consumer. So a strong brand both strengthens the position of companies in the market and plays a role in determining the preferences of consumers.

The main purpose of the study is to investigate the effect of state supports on local brands becoming world brands so that Turkish brands can take part in the global market, and the importance of the supports of Turquality Programs is examined. As a methodology, the research findings obtained as a result of content analysis and evaluations of the findings were discussed, taking into account the sector-based positions of the trademarks receiving support.

Anahtar Kelimeler

Globalization, Branding, State Supports, Turquality, International Marketing

THE IMPORTANCE OF BRANDING WITHIN THE SCOPE OF GOVERNMENT SUPPORTS: TURQUALITY EXAMPLE

Öz

Today, as a result of globalization and developing technology, marketing boundaries between countries have disappeared. As a result, with the liberalization of brands, it became necessary for companies to operate in international markets. It is only possible for companies in Turkey to differentiate themselves from their competitors in the competitive environment of the national market and take their place in the minds of consumers by having a strong brand. Because countries with global and strong brands create a positive country image in the eyes of the consumer. So a strong brand both strengthens the position of companies in the market and plays a role in determining the preferences of consumers. The main purpose of the study is to investigate the effect of state supports on local brands becoming world brands so that Turkish brands can take part in the global market, and the importance of the supports of Turquality Programs is examined. As a methodology, the research findings obtained as a result of content analysis and evaluations of the findings were discussed, taking into account the sector-based positions of the trademarks receiving support.

Anahtar Kelimeler

Globalization, Trademark, Branding, State Supports, Turquality, International Marketing

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