Turk, Quality and Turquality

Most of us even thought that the Finnish Nokia was Japanese.

As for us, so far, we have been acquainted with and known in the West and in other countries of the world, not through what we produce or manufacture, but through politics, even though, unfortunately, our well-known image, has been negative most of the time. Now; however, certain things have begun to change. While on the one hand the country's image is turning into a more positive one, on the other hand, the world has started to recognize Turkey through what it produces. Yet, there is still a huge distance to cover. In order to cover this distance in a shorter time, a project, whose studies have been going on for one year, is about to come to life. The name of the project is "Turquality." Its aim is to strengthen quality image and increase recognition and acquaintance with certain Turkish brand standards in world markets.

The pilot field of application is the ready-to-wear sector. Applications have been concluded on the project, whose initial studies were conducted at the beginning of this year by the Turkish Undersecretariat of Foreign Trade, the Turkish Exporters Assembly (TIM) and the Istanbul Textile and Confection Exporters Union (ITKIB). Fifteen brands and three designers have been selected as qualified for accreditation. According to this, the ready-to-wear brands, that we will be able to see in world markets, with the Turquality label attached on them are as follows: Abbate, Bil's, Colin's, Damat-Tween, Derri, Esas, Harmanli, Ipekyol, LTB, Mithat, NetWork, Polo Garage, Ramsey, Sarar, and Viaveneto.

These names and brands received their certificates from State Minister Kursad Tuzmen at a special night organized in Istanbul's Lutfi Kirdar Congress Hall last Tuesday.

Turquality is a rather different definition from the expression "Made in Turkey" or "Turkish product." Turquality will be a sign, a guarantor documenting the quality and care ascribed to a product that qualifies for this definition in whole phases, beginning from designing to sale on the retailers shelves. It will be the symbol of the positive change in Turkish products. This is what is being targeted. Minister Tuzmen says: "Turquality is a supplementary program providing material and administrational contribution in order to differentiate products made in Turkey from domestic or international competition elsewhere." According to Tuzmen's explanations, the project includes a participatory training and development process. On the other side, the financial and administrational assistance, that will be provided to companies, will be determined within this process.

Confidence is the beginning of everything, and the brands that have received the Turquality certificate, will provide foreign consumers the confidence by using this logo in world markets.

Regarding the targeted market, the first application will be launched in Moscow on December 16. Paris, London and Madrid will follow suit. Some other sectors with priority will be included in the project next year. The target is to create 10 world brands in the next 10 years.

Perhaps this application will increase the number of Turkish stores as well as products, which are already becoming abundant at malls in developed countries. However, it is a reality that to become a quality brand and image and also a world brand, is not something that can be achieved solely through state assistance. The main factor is the brand itself and the human resources who manage it. Meticulousness, sensitivity and care by the human factor, in every phase of manufactured commodities and services, are very crucial. Consumer confidence can only be gained through these efforts. To gain confidence, losses could even be risked, if necessary. This remark by the founder of the famous German Bosch company, Robert Bosch: "I prefer losing money than losing people's trust in me, "is not something that was uttered at random.

For example, when "German product" is mentioned today, quality and solidity come to mind and this image is the accumulation of years. If we, too, want to set the image "of high in quality as a Turkish product," it is first of all necessary to put the image, "be honest and avoid risky ventures like a Turk," into place.

Let's not resort to forgery. To obtain a sustainable quality and brand can only be accomplished by people who are hard working and never condescend to lies and untruths. In a sense, it is also a social phenomenon to have the ethical aspect.

Through individual efforts of the certificate and label holders, only individual successes can be obtained. A general success can materialize by understanding the quality absorbed and appreciated by society.