The Brand Support Program, run by the Ministry of Trade, is a state incentive program aimed at strengthening Turkish brands in foreign markets. It is considered a sub-stage of TURQUALITY® and offers a great opportunity, especially for firms at the beginning of their branding process.
The purpose of the program is to increase the visibility of Turkish firms in international markets, encourage their institutionalization, and improve their competitiveness.
The following expenditures are supported by the state at a rate of 50% under the Brand Support Program:
| Expense Category | Scope and Examples | |
|---|---|---|
| 🏢 | Physical Assets and Setup | Rental expenses for overseas stores/offices/showrooms; setup costs such as decoration and signage for these units. |
| 📢 | Marketing and Promotion | Overseas advertising, digital promotion, and social media campaigns; fair participations. |
| 🧠 | Strategy and Technology | Brand consultancy, digitalization, marketing strategies; software and technology investments like ERP, CRM. |
| 👥 | Human Resources and Registration | Salary expenses for expert personnel employed in specific positions; trademark registration, certifications, and market research. |
| Feature | Brand Program | TURQUALITY® |
|---|---|---|
| Duration | 4 years | 5 years per target market (+5 years) |
| Annual Upper Limit | ~206 Million TRY | ~412 Million TRY |
| Limits per Item | Yes | No for most items |
| Strategic Plan Requirement | No | Yes |
| Consultant Report | Optional | Mandatory |
| Promotion Possibility | Yes (transition to TURQUALITY®) | Established brands apply directly |