1. WIPO Inter-Regional Seminar on the Role of IP in Creating, Developing and Strengthening a Nation Brand November 26, 2009 Prague Mustafa DALKIRAN mustafa.dalkiran@tpe.gov.tr

2. Outline What is Turquality Vision & Missions Objectives Development of the Program Main Activities Manager Development Program Vision Seminars Design Turkey Market Research Reports Results

3. What is A state-funded brand development and transformation program developed for improving the organizational and operational competence of the selected Turkish Brands to a capacity to compete with the worlds’ bests brands and for international publicity of those brands

4. Vision 10 Global Brands within 10 Years Not only a financial aid program but it supports and develops the Turkish brands have a global brand potential on all levels It is an integrated system comprise all processes from production to marketing, sale and post-sale services

5. Mission Strengthening the “Made in Turkey” image and reputation of Turkey To propel homegrown companies from the domestic market to the world stage. To increase the export by developing strong global brands

6. Objectives Powerful companies on the global market Positive “Turkish Made” and “Turkey” image on global market Global brands which are: well-known on global scale powerful on global competition Sustainable growth of export

7. Development the Program Supported directly by the Minister of Foreign Trade Established in August 2003, by an official statement named “Branding of Turkish Products abroad and Development of “Made in Turkey” Image Turquality Working Group and Secretariat established for technical studies The Working Group consist of representatives from both government and private sector Started in January 2004 as a pilot project, with 15 textile companies Extended to other sectors in 2006

8. Main Activities Manager Development Program Vision Seminars Design Turkey Market Research Reports

9. Manager Development Program A specially designed program for Turquality on the base of Executive MBA program Co-operated by the Manager Development Centers of two leading universities in İstanbul The aim is to create a common management language among middle managers and high executives of the firms help to set-up Turquality Project teams create the needed synergy for the Turquality Brand Support Program 300 participants up till now

10. Vision Seminars Organized to support the partners and managers of the Turquality firms to achieve the essential vision and competence Some of the topics: Performance and Cost Management Competitive Growing Opportunities in Global Arena Developing an Organization Culture for a Permanent Success on International Market Winning International Strategies Given by the most leading global experts on marketing and promotion

11. Design Turkey A design evaluation system organized in collaboration with Undersecretariat for Foreign Trade, Turkish Exporters Assembly and Industrial Designers Society of Turkey It is within the framework of Turquality Program Aimed to extend the design culture and help to create valuable and competitive designs by awarding good designs

12. Market Research Reports Four different sectors Apparel (Consumer Research) – 19 Countries Apparel (Deep Interviews) – 19 Countries Jewelry – 6 Countries Household Textiles – 11 Countries A deep evaluation of the target markets An important tool for developing individual strategic plans and brands for each market

13. Results 103 brands from 11 sectors About 125 million USD financial support 38% increase on export of the branded products in 2007 Supported 95 stores, 84 office and depot, 72 showroom, section and franchise store abroad Stores in Milan, Paris, Dubai, Berlin, London, New York, Moscow

14. Summary Turquality functions as a guarantee mark as well as the brand of the Program Two main elements of IP are used to promote nation branding (Trademark & Industrial Design) Besides direct support to one element (exports) of Nation Branding, Turquality also supports other elements (tourism, investment) indirectly Aimed to increase exports by branding, to raise the value and image of Turkey, so the value of the products originated from Turkey Encourage creativeness and innovation by training and transfer of knowledge A good example of public-private partnership on Nation Branding Endorsed by the government at the highest level A dynamic project, open to new developments and ready to adopt itself

15. THANK YOU Mustafa DALKIRAN mustafa.dalkiran@tpe.gov.tr