Globalization and Turquality: A Guide to Turkish Brands' Rise onto the Global Stage
This article examines how the Ministry of Trade's branding support program Turquality operates, who can apply, and the current standing of Turkish brands on the global stage, based on official data.
Globalization no longer means simply increasing export volume; it means turning the brand itself into a valuable asset in the international market. Turquality, Turkey's comprehensive public support mechanism in this area, reveals its true impact when read together with both the export figures and the rising brand values of the 2025-2026 period.
What Is Turquality?
Turquality is a branding support program run by Turkey's Ministry of Trade. Its aim is to encourage the companies it covers "to create strong brands in competitive sectors" (Source: the official Turquality website).
Scope of Application
Companies exporting goods and services can apply under two different decrees:
- Goods Exports — under Decree No. 5973
- Services Exports — under Decree No. 10962
During the application process, companies undergo a competency assessment by an independent consulting firm.
Sectors Covered and Current Status
The program covers nearly 30 sectors, including textiles, automotive, food, electronics, jewelry, education, tourism, and logistics. According to current data, under the program:
- 450 brands / 429 companies receive goods export support
- 125 brands / 123 companies receive services export support
Types of Support Provided
The main forms of support offered under Turquality include executive development programs and financial support; these are designed to strengthen brands' institutional capacity and international marketing power.
Turkey's Export Record in 2025
The macro environment in which Turquality operates took shape in 2025. According to Ministry of Trade data:
- Goods exports: $273.3 billion
- Services exports: $122.6 billion
- Total (goods + services): Approximately $396 billion
The historical context behind these figures is also striking: in 2001, goods exports were only $31.3 billion and services exports were $15.1 billion. This means growth of roughly 8.7 times in goods exports and 8 times in services exports over 24 years.
In addition, the automotive sector specifically recorded $41.5 billion in exports in 2025 — a concrete indicator for one of the sectors covered by Turquality.
Brand Value: Turkish Brands Are Climbing the Global Rankings
Brand Finance's 2026 report lays out the rise in value of Turkish brands in concrete figures. The report covers 125 Turkish brands and shows that their total brand value rose 15%, from $17 billion to $19.6 billion.
Turkey's 5 Most Valuable Brands (2026)
| Rank | Brand | Sector | Value (Million USD) |
|---|---|---|---|
| 1 | Turkish Airlines (THY) | Aviation | 2,884 |
| 2 | Arçelik | Consumer Durables | 1,989 |
| 3 | İş Bankası | Banking | 1,243 |
| 4 | Ford Otosan | Automotive | 1,037 |
| 5 | Ziraat Bankası | Banking | 958 |
According to the report, banking brands account for 23% of the total value, while airline and electronics brands account for 15%. This year, 13 new brands, including renewable energy companies, joined the ranking — a sign that Turkish branding is spreading beyond traditional sectors.
The Link Between Turquality and Brand Value
While Turquality does not claim direct causation, the sectors covered by the program (automotive, food, textiles, electronics) largely overlap with the sectors showing growth in the Brand Finance ranking. This suggests that branding support mechanisms, when applied consistently over the long term, move in step with increases in international brand value.
Practical Steps for Implementation
Determine the correct eligibility decree: Companies exporting goods should prepare their application under Decree No. 5973, and companies exporting services under Decree No. 10962.
Prepare for the competency assessment: Strengthen your corporate structure, brand strategy, and financial statements before the consulting firm's evaluation.
Study sectoral precedents: Reference successful brand examples in your own field from among the nearly 30 sectors the program covers.
Measure brand value: Track your brand's growth over the years using independent valuation methodologies such as Brand Finance.
Plan exports and branding together: Treat Turquality support not merely as a marketing budget but as a long-term investment in corporate transformation.
Conclusion
Turkey's roughly $396 billion in exports in 2025, and Turkish brands' total value reaching $19.6 billion on a 15% increase, show just how much the environment in which Turquality operates has grown. For companies embarking on the journey of globalization, Turquality is not just a support program — it is a way to systematically plug into this growth trend.
Sources
- [Turquality Resmi İnternet Sitesi](https://turquality.com.tr/tr/default)
- [Ticaret Bakanlığı Olarak 2025 Yılında 41,5 Milyar Dolarlık Tarihi İhracat Rekoruna Ulaşan Otomotiv Sektörümüz – T.C. Ticaret Bakanlığı](https://ticaret.gov.tr/haberler/ticaret-bakanligi-olarak-2025-yilinda-41-5-milyar-dolarlik-tarihi-ihracat-rekoruna-ulasan-otomotiv-sektorumuzu-2026-yilinda-yeni-rekorlar-kirmasi-hedefiyle-tum-imkanlarimizla-desteklemeye-devam-ediyoruz)
- [Türkiye'nin Ticaret Karnesi: Mal ve Hizmet İhracatı 396 Milyar Dolara Ulaştı – Borsa Gündem](https://www.borsagundem.com.tr/turkiyenin-ticaret-karnesi-mal-ve-hizmet-ihracati-396-milyar-dolara-ulasti)
- [THY 2026'da da Zirvede! Türkiye'nin En Değerli Markası Oldu – Sabah](https://www.sabah.com.tr/ekonomi/thy-2026da-da-zirvede-turkiyenin-en-degerli-markasi-oldu-7600108)
- [Turquality 2026 Rehberi: Destekler ve Başvuru Şartları – ODS Consulting](https://odsdanismanlik.com/en/blog/turquality-rehberi-2026)