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Abstract


National Branding at a Global Scale and TURQUALITY® Program
The word “TURQUALITY®” is derived from the words Turkey and Quality. TURQUALITY® program is developed for enhancing Turkish exports by providing state aids, subsidies and promotions to companies. Literally, this program encompasses the elements of national branding and aims to support Turkish companies for improving their country-of-origin effect and national branding efforts. In this study, TURQUALITY® program in align with its past, present and future are assessed in terms of national branding concept. As well, based on an extensive literature review its efficiency is also analyzed for different sectors. As a result, it is put forward that this program requires some functional and sectoral modifications. Additionally, even though there are some disagreements among exports about the application procedure and its future, this program is positioned as distinct as from other state aids, subsidies and promotions. It has several benefits for Turkish companies to build and create their national brands on a global scale.

Keywords
Branding, TURQUALITY®, export, state subsidies, aids and promotions.


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