“To achieve our country’s target of $500 billion in exports for the year 2023 and to foster economic development, the concept of ‘branding’ holds great significance. Unfortunately, it cannot be said that the recent economic performance has progressed in line with the phenomenon of branding. While companies expand into global markets at a corporate level, they tend to overlook investments in branding. Although adopting a short-term approach may seem risk-free during periods when the country’s popularity in neighboring markets is high, it can potentially lead to significant and deep downturns when the global economic structure faces disruptions. Therefore, investing in high-value, technological, and ergonomically user-friendly products will not only bring additional benefits at the company level but also contribute directly to the country’s brand formation. This way, as the brand awareness of the company increases, the national image will also develop.
When looking at the concept of “brand” as the awareness created on an individual by the existing differentiation in the product and service, it is crucial to correctly determine the main goals and themes. If we prioritize the financial instrument of money and live profit-oriented, unfortunately, our brand will not have a very long lifespan. The essence is to put money in the background and focus on establishing the consciousness journey of the brand among consumers. In the long run, this will establish the brand/price balance and reach the expected level of income. The desired behavior in this transition period is to continue it with perseverance, persistence, and maintaining standards at the maximum level. The long and exhausting process of “branding” should be correctly interpreted, especially in our academic institutions, and our companies should be maximally informed on this subject.
Another obstacle encountered at this point is the failure to thoroughly examine all aspects of the development of the “brand” in the targeted countries and markets, beyond simple linear equations. If you have not well-analyzed the cultural, historical, and political development, individual and characteristic features of the markets where you present your products, you have no chance of success in that country. In this era where the world is shrinking globally, and the individual is prominent, strategic moves that are away from an analytical perspective and superficially determined can cause more harm than benefit. Considering the financial cost of every step taken, it can be understood that every penny wasted is time and money stolen from the future of the company and the country. When considering at least the efforts made by Lasiad to renew the past brand image of Laleli, it can be easily understood how much effort and diligence is required for the desired positive perception change. Starting from this foundation, examining companies that have been able to achieve this on a global scale will shed some light on us. Also, the development and progress stories of our few but strong brands in our country will significantly enlighten the future of our small and medium-sized companies. As Lasiad, while rapidly progressing towards the goal of creating strong brands from Laleli by 2023, we are also strengthening the brand image of Laleli, thus advancing Istanbul and ultimately our Turkey in every sense.
In conclusion, it can be said that our country urgently needs a strong, realistic, and progressive vision in terms of branding, a deep mission that encompasses environmental factors, and a national innovation policy that is essential for brand development. Hoping for the Turkish brands to rank higher in the world league, I extend my regards and wish health, happiness, and well-being to all.
Giyasettin Eyyüpkoca.”
