TURQUALITY® is an ambitious project associated with bringing “Turkey” and “Quality” concepts together. The project is initiated by the Turkish Government, Ministry of Economy, Turkish Exporters’ Assembly (TIM), and Istanbul Textile and Apparel Exporters’ Association (ITKIB). The initial legal framework was laid out publicly on January 12th, 2004.
TURQUALITY® is basically an accreditation system, which is designed not only for elevating the beneficiary companies to the level of international benchmarks, but also creating awareness on the internationally accepted values like quality and novelty that are actually carried by these brands.
As a “national brand-building program”, TURQUALITY®’s goal is to facilitate and support the success of Turkish brands on international arena.
To achieve these ambitious goals, TURQUALITY® program will broaden its vision to the wider concept of “quality in brand management” and emphasize its support services component with the inclusion of highly customized strategic coaching and consulting.
To support companies in their brand-building efforts, TURQUALITY® helps them to develop essential capabilities, competences, skills and resources necessary to fulfil such a complex commitment through both group and individual activities.
TURQUALITY®, the first ever state-funded branding program on the world, seeks becoming a brand reference in the eyes of consumers and a catalyst of development for Turkish brands.
Effective as of 23 November 2004, TURQUALITY® program passed through a strategic process of progress and change to attain its current position, in consideration of changes in global markets and demands of stakeholders. Today, TURQUALITY® is identified as a branding support platform that supports companies in corporate, financial and operational terms.
In order to conduct technical processes about the project, TURQUALITY® Work Group and TURQUALITY® Secretariat are established of representatives from Ministry of Economy, Turkish Exporters Assembly, Unions of Exporters and private sector. TURQUALITY® Work Group determined the strategy to be followed within the scope of project.
In line with the strategy, textile and ready-made clothes are concluded as pilot sectors for the program. It is also decided to obtain consulting service from an international company in order to choose and provide the brands which will be granted TURQUALITY® Certificate. In this respect, we collaborated with Werner International Consulting Company. Analyses on 15 companies within the scope of TURQUALITY® are conducted in two aspects, production and marketing, and benchmarking is accomplished.
