Turquality, one of the precessors of Discover the Potential, eventually evolved into one of its main components. The experience of Turquality contributed crucial insight to whole progress and together with other projects, it constituted the spine of the project.
First steps were taken before 2004, in order to provide adequate legal regulations and substructure for the forthcoming project. As the first foundation stones were laid, by the date 23 November 2004, the project was officially put into practice. Its main aim was to “create 10 global brands in 10 years”. In order to achieve this, all-round support including government subsidiaries and incentives was planned to be provided for the participant brands.
The 2023 vision of Turkey shaped the outlines of the Turquality project. The primary goals of the project were to contribute to branding process of Turkish companies in the global market in accordance with 2023 vision, provide financial support, consultancy, human resources, information, intelligence, incentives and advertising support to the companies promising potential of becoming global Turkish brands. To accomplish the goals, two teams were formed with collaboration of Ministry of Economy, Turkish Exporters’ Assembly and Union of Exporters; and these teams were named Turquality Workshop Group and Turquality Secretariat, respectively. The Turquality Workshop Group was responsible of determining the main strategy.
At the beginning, textile and ready-to-wear clothing sector was thought to be suitable to start with as pilot. During the selection of firms to-be-certificated, the necessity of a professional consultancy arose, thus a deal with Werner International as the official consultant of the program was signed. After the inspection and evaluation process of 15 candidate firms, first strategic planning meeting was held between 30 June – 1 July 2005. The other steps followed the first meeting in quick pace. Following the formation of the strategic plan, the Road Map of Branding was drawn and decisions were made to have other sectors included in.
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