Branding and Turquality Support

TURQUALITY® and Brand Support Programs

 

 

Definition of TURQUALITY®:

TURQUALITY® is a brand support program established to enable Turkish firms with international branding potential to become global players in international markets with their own brands. It achieves this by providing support for managerial know-how, institutionalization, and development across all processes, from production to marketing, sales, and after-sales services. A key secondary goal is to create and establish a positive "Turkish Goods" image internationally through these successful brands.

Legal Framework:

The program is implemented within the scope of Communiqué No. 2006/4, which concerns the "Branding of Turkish Products Abroad, Establishment of the Turkish Goods Image, and Support of TURQUALITY®."

 

General Supported Expenses (for both programs)

 

The following expenses are generally supported under both the Brand and TURQUALITY® programs:

• Expenses related to Patent, Utility Model, Industrial Design, and Trademark Registration.

• Certification expenses.

• Expenses related to the employment of Fashion/Industrial Product Designers / Chefs / Cooks.

• Promotion, Advertising, and Marketing activities.

• Expenses related to Overseas Units (stores, offices, etc.).

• Consultancy expenses (Management, design, legal, IT).

 

1) Brand Support Program Support Details

 

Companies included in the Brand Support Program receive support at a 50% rate for the following expenses, subject to annual maximum limits:

Supported Expense CategorySupport RateAnnual Maximum Limit (TL)Specific Notes

Intellectual Property (IP) Registration/Protection (Abroad)50%200,000 TLPatent, utility model, industrial design, and trademark registration/renewal/protection.

Promotion/Advertising (in approved target markets)50%1,600,000 TLMust be related to the supported brand's products.

Overseas Units: Rental & General Expenses (Stores, Offices, Warehouses, After-Sales Service Units)50%2,400,000 TLIncludes gross rent, municipal expenses, commissioning, and legal consultancy.

Overseas Units: Installation/Decoration (Stores, Offices, Warehouses, etc.)50%1,200,000 TLIncludes concept architectural work and installation/decoration expenses.

In-Store Space Rental (in display spaces/department stores/markets)50%800,000 TLFor renting sections, shelves, kiosks, etc. Includes rent, installation, and decoration.

Showroom/Display Space Rental (opened for product sales)50%800,000 TLIncludes rent, installation/decoration, and concept architectural work.

Certification, Test, and Licensing (Quality, Environmental, Safety, etc.)50%1,000,000 TLIncludes consultancy services.

Franchising - Installation/Decoration (Max 10 stores per year)50%200,000 TL (Per Store)Includes concept architectural work.

Franchising - Rent (Max 10 stores per year)50%200,000 TL (Per Store/Year)Supported for a maximum of 2 years per store.

Management Consultancy50%1,200,000 TLFor increasing competitive advantage in international markets.

Designer/Engineer Personnel50%800,000 TLFor fashion/industrial product designers and engineers employed in design and product development.

Market Research (Studies and Reports)50%400,000 TL

Overseas Fair Participation50%Within specified limits.

Warehousing Services50%Within specified limits.

 

2) TURQUALITY® Support Program Support Details

 

Companies included in the TURQUALITY® Support Program (holding the TURQUALITY® Certificate) are supported at a 50% rate for the following expenses. Note: The annual support limits for TURQUALITY® are generally higher and some are defined on a per-unit basis, offering a much larger scope of support.

Supported Expense CategorySupport RateSpecific Notes / Limits

Intellectual Property (IP) Registration/Protection (Abroad)50%No specific annual limit mentioned in the text, but covered.

Certification, Test, and Licensing50%Annual maximum limit of 2,000,000 TL.

Designer/Engineer Personnel50%Supported for a maximum of 10 people simultaneously.

Promotion/Advertising (in approved target markets)50%Covered (no specific annual limit mentioned in this section of the text).

Overseas Stores (Max 50 units simultaneously)50%Rent/General Expenses: Covered. Installation/Decoration: Maximum 800,000 TL per store.

Overseas Units (Office, Warehouse, Showroom, Service Unit) & In-Store Space Rental50%Rent/General Expenses: Covered. Installation/Decoration: Maximum 800,000 TL per unit.

Franchising Stores (Max 100 stores total)50%Rent: Max 800,000 TL per store/year for max 2 years. Installation/Decoration: Max 400,000 TL per store.

Management Consultancy50%Covered (no specific annual limit mentioned in the text).

Market Research (Studies and Reports)50%Covered.

Overseas Fair Participation50%Covered.

Warehousing Services50%Covered.

 

How to Apply for the Programs

 

To benefit from the support elements in both the Brand and TURQUALITY® programs, companies must:

1. Apply directly to the Ministry with the application form and accompanying documents.

2. Undergo a preliminary examination.

3. Be accepted into the respective support program by the Ministry.