I want to build this article on two questions a friend asked me the other day. The first is: Why isn’t there a Turkish brand in the Global Top 500? The second is: What should be done on a macro and micro level for a brand from Türkiye to enter the Top 500?
First, I want to draw your attention to something important. These questions show that a certain segment in our country is still hopeful and believes that being in the “World League” is possible if only the right strategies are determined and implemented.
As an industrialist and a citizen, this made me very happy. I immediately shared my views in a few lines and mentioned that I would write an article on this topic to share with him.
If we start by identifying the current situation and “raise the stakes” a bit, the sentence I used in the title is currently just a wish. However, if we believe and do what is necessary, it is not an impossible wish. The urgent thing to do is to change our perspective—specifically, to recognize the “fast consumption” economy implemented by Western capital in the past and by Arab capital today.
In the past, Western capital told us, “Don’t produce planes, we will sell them to you much cheaper,” and stopped our aircraft production, which still maintains its strategic value. Today, Arab capital is doing something similar with a different method. They make fast and highly leveraged investments by shifting our production policy solely toward the construction sector, food-beverage, and oil-based fast consumption trade.
Lo and behold, the result is clear: they achieve significant daily gains, but despite these gains, there is unfortunately no global brand. Now, let’s look at the answers to the questions: Why isn’t there a Turkish brand in the Top 500?
The first step to becoming a brand is to have a product or service that fits the realities of the country of origin and the world, identifies needs correctly, and touches everyone’s life in some way; something that needs to be in homes, workplaces, pockets, bags, or anywhere people stay or travel. Producing high-quality products or services for a correctly identified need is the “sine qua non” of becoming an international brand—the impossible first steps before moving to other stages. Examples include televisions, phones, automobiles, social media tools, etc. Of course, it is now nearly impossible to become a brand in these sectors unless there are massive innovations…
The second step is for the country of origin to stand behind the brand. Since it is impossible for a brand to be in the world league without international acceptance, the second most important step is for the country of production to support the brand, and for State and Government Policy to be aligned with this. Some major examples include: USA-Apple, South Korea-Samsung, Japan-Sony, etc. Everyone knows, recognizes, and accepts these brands.
If these steps are complete, there seems to be no obstacle to becoming a brand in the world league. Now, it’s time for the second question: What needs to be done on a macro and micro scale? On a macro scale, the first task is to well-define the production and marketing infrastructure of the country where the product or service was born.
To specialize the topic and ask how we can launch an international brand from our country: Türkiye is not the USA in terms of technological infrastructure and marketing capabilities. In other words, if we dream of producing chips and selling them to the world, we will be stranded at the first stage of raw material procurement. Even if we did produce them, it might become impossible to sell in this monopolized global field.
After accepting these facts, we can produce great products and services by acting on the principle I share with my young friends on every platform, especially in university seminars: “Every technology creates its own needs.” If this perspective, which is also my trade secret, permeates our State and Government Policy, the new generation will buy into it very quickly and put it into practice.
For example, world-giant operating system and computer manufacturers like Microsoft and IBM are not more valuable today than Google, which exists thanks to them! In another example, while no electricity producer is a global “consumer brand,” there are many brands for cables, switchgear, etc., that transmit electricity.
If we look at my “trade secret,” electricity is produced and distributed; it is used in many places like white goods, air conditioners, machinery, systems, and equipment. But what protects them from electrical fluctuations and lightning? Or who ensures that the neutral-to-ground voltage for sensitive electronic boards like Bank ATMs, cash registers, or laboratory devices is 1V? In short, there are hundreds of brands and businesses that were invented and gained a market in the world but still have deficiencies and gaps. It would be correct to turn toward these areas.
Regarding what needs to be done on a micro scale in branding, first, the product or service should be ordered by the public sector if necessary, ensuring the company gains financial maturity.
One of the most important things is for the Head of State to personally describe and, if possible, demonstrate the use of the product or service in international platforms or meetings.
And in my opinion, the most important: the cinema industry. By placing a product or service in a subject that will move the masses, or by directly adapting your own subject to cinema, your ability to promote will be much higher. Of course, if you are going to be on a world scale, you must be in Hollywood movies. Hopefully, there will be a Turk who achieves these and whom we will see in the top 100…
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