TURQUALITY is the first and only state supported branding program. The Program aims to determine the leading Turkish brands that have branding potential on global basis and to provide strength to these brands toward becoming a global brand. The program supports the firms and brands by providing consultancy services regarding the strategies, operation, organization and technology which will guarantee their development. This can be also considered as a platform that provides support to the firms in all of the relevant processes including production, marketing, sales and after sales services in order to develop their managerial and corporate know-how and guarantee for them a powerful position in the international market.

Besides providing financial resources to the firms, Turquality gives training to the management divisions in order to strengthen their human resources. It also provides intelligence support to help the firms in making proper attempts in line with the current market information and the global branding potential of Turkish firms is emphasized.

A record 39,945 international trademark applications were received in 2007 by the World Intellectual Property Organization (WIPO) under the Madrid system for the international registration of trademarks, representing a 9.5% increase on figures for 2006. For the 15th consecutive year, applicants from Germany have led the list of top filers, followed by users in France, the United States of America (USA) and the European Community (EC). China remains the most designated country in international trademark applications, reflecting increasing levels of trading activity by foreign companies in China.

Turkey, however, remains the only country that is involved in the trademark program on a state level. By November 2008 the TURQUALITY project, which had set out with the slogan, `10 World Brand Names in 10 Years` reached a total of 61 companies. The TURQUALITY project includes a number of Turkish trademarks/brand-names, in a list of sectors that stretches from ready-to-wear and cosmetics to food and electronic name brands.

TURQUALITY project started off with the target of creating ten Turkish name brands that would have world-wide recognition in a time period of ten years. The aim is to identify those brand names that have this kind of potential and to provide the support necessary to accelerate the branding process. Thus, it has never been the aim to increase the number of companies receiving support per se, but there is also no upper limit to the number of projects eligible to receive such support. As a result of this, while there were 46 brand names included in the project by the end of 2007, by November of 2008 that number had risen to 61. Each Turkish brand name that meets the minimum requirements and which has determined its vision to becoming a world recognized name is eligible to benefit from the TURQUALITY support program.

The TURQUALITY program remains the world's first and only state-sponsored branding project. No other country has yet set up a similar project. While it is not the sole denominator of the project's activities at this point in time, companies involved in the TURQUALITY project have approximately 300 overseas operations that are either currently open or at the opening stage.

The TURQUALITY program currently includes 61 trademarks operating in 7 different sectors. Because of the very large differences among the sectors, the differences relative to the time they entered the program, and the varying market conditions of the sectors in which they operate, it would not be right at this point to draw any comparisons. On the other hand, a variety of measuring tools are used to monitor the performance and the actions of the companies in the program.

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Albert Solino | Turquality