Yilmaz Erguden is the chairman of ARGE, an Istanbul-based management consulting firm, and also chairman of the Arguden Governance Academy Foundation Trustees.
ISTANBUL
Information and communication technologies are developing and spreading rapidly. As a result, a selective perception occurs in people exposed to information bombardment. All kinds of products in the market compete with others outside of their own category. The reason for this competition is not just to increase the market share. Because now the “mind share branding” is also important. In order to attract people's attention, there is now also a need for a mind share associated with the country. The mental value is as effective as the brand value in the products offered to the market by the countries. For this very reason, the country brand is of critical importance.
Turkiye's economic growth rate is increasing faster than its exports. Therefore, the share and role of the Turkish economy in the global economy are increasing. However, the added value created by our exports does not increase at the same rate. The brand value of countries can also affect their value in the international market. This helps to increase the level of welfare.
Brand value and its importance
The brand value of countries also affects the demand of the people for the products. The added value that countries with high brand value derive from their exports is also high.
For example, when we think about engineering goods, Germany pops into our mind. Products from the US are gaining popularity in technological products. Countries such as Japan and Korea are also making important breakthroughs in this regard. When we think about cheap products, however, we think about China.
Therefore, it is possible to say that the goods of each country are perceived differently in the world market. These perceptions also affect the economies of countries.
If Turkiye can increase the price of the products it sells even by 5%, it can create an added value of $10 billion every year. Therefore, Turkiye's brand value is an important tool in increasing exports and welfare.
The Turkiye brand
It seems that the perception of Turkiye abroad is far from reflecting a reality. The most important indicator of this is that more than 95% of people who come to Turkey for the first time leave the country happy. This means that there are serious differences between what people expect before they come and what they see here.
So Turkiye is not a well-promoted country. There is no exciting perception in the world public about Turkish companies, Turkish products, or services offered in Turkiye. There is a perception that falls far behind the truth.
Although the brand value is not only formed by the perceptions associated with the related word, it was important to prevent the negative perception of the expression "Turkey" in English, the second most spoken language in the world, from reflecting on our country's brand.
Thus, the Dec. 4, 2021 presidential decree declaring that the name "Turkiye" would be used from now on to promote the country in the international arena in order to improve brand perception was an important first step.
On the other hand, we must not forget that serious effort is required to implement this usage consistently everywhere.
For example, although Istanbul was under the domination of the Turks, a century ago it was still being called "Constantinople," meaning "City of Constantine," so Gazi Mustafa Kemal Ataturk changed the name of the city to Istanbul and as of March 28, 1930, he made it clear that letters that did not come with the name "Istanbul" would not be accepted and ensured that the city's name was used as "Istanbul."
What should the conceptual framework be like?
It is necessary to see the brand not only as a word or a promotional topic but also as part of the strategy.
Whatever goal we want to achieve, we need to think about promotion, branding, and positioning in that context.
Turkiye needs a conceptual approach to positioning it as a brand. While developing this conceptual approach, it is necessary to pay attention to some principles.
Turkiye is truly a versatile country. It is not possible to introduce every aspect of Turkiye. You have to choose and focus on them. While making this choice, we should prioritize those who have the potential to create added value for Turkiye.
Finally, the aspects we have chosen must-have features that can easily distinguish Turkiye from other countries. A topic that has not yet been owned by others should be chosen.
As for how such positioning will benefit Turkiye -- first of all, since everyone follows well-known people, these people will contribute to the creation of the image of "Turkiye, a creative country."
Secondly, we will ensure that younger people, who will grow up around innovative minds, are trained in subjects that have the potential to create high added value.
Thirdly, Turkiye should stand out as a country to live in. Turkiye is a very suitable place to live in -- in terms of climate, cultural wideness, and entertainment sector due to its high young population.
Fourth, Turkiye's culture of welcoming sets an example for the world. Many people feel alienated when they go to a different country. In Turkiye, you do not see that.
Fifth, Turkiye is perceived as a country to live in with pleasure. From an entertainment point of view, in the early 2000s, Europeans in their 20s and 30s came to Turkiye to celebrate birthdays or to spend weekends in Turkiye. Therefore, Turkiye can be positioned as “a place to live.”
Sixth, Turkiye has very productive geography in terms of education. In terms of religions, cultures, the coexistence of very different people, and its geographical and ecological richness, Turkiye has many aspects to explore and learn.
In summary, Turkiye will be a country of living, learning, and innovation, and the more the worldwide awareness of the Turkish brand increases, the more our exports, prosperity, and competition will increase. At this point, the presidential decree regarding the use of the country name as "Turkiye" in every language is a very important step.
* Opinions expressed in this article are the author’s own and do not necessarily reflect the editorial policy of Anadolu Agency.
