The effect of government support on global branding strategies: Evidence from Turkey

Abstract

This study investigates how government support affects branding strategies in Turkey. As the metodology, interviews were used focus group interviews to elicit the managers' thoughts. Drawing upon a focus group interview containing one Turkish carpet company that is in the TURQUALITY program from 2019 to 2022, the effect of government support on local brands to become global brands’ ability has been investigated. The results show that senior management support is needed to prepare the company’s plan, and the importance of increasing the use of digital sales as well as traditional channels should be included among the targets. Another important conclusion suggested by our results is that government incentives would suffice to drive internationalization and sales success. Beyond that, the most significant contributions to companies' marketing and brand performances by government support are increasing the international sales compound annual growth rate and shifting the company from a production-focused to a marketing-focused company.