Flag-bearing Brands Survey

About the study

A study of which brands the Turkish public considered successful “flag-bearers” representing the country abroad. Business-community views were compiled separately by Kuantum Araştırma within the same feature. The first part presents an overall ranking across sectors; the second examines flag-bearing brands by sector and brands consumers wished would expand internationally.

Key findings

• Vestel was the first brand that came to mind when respondents thought of successful Turkish brands abroad (17.5%), followed by Arçelik (17.3%), Beko (13.7%), LC Waikiki (12.8%) and Ülker (11.3%). Asked which brand was “most successful” abroad, respondents placed Arçelik first (12%) and THY second (11%), followed by Vestel, Beko and Ülker. Flag-bearing brands inspired “pride”.
• THY ranked first in services, while Getir, which gained momentum during the pandemic, was named the second-most successful service brand abroad at 11.5%, followed by Turkcell, Trendyol and Koç Holding. In technology, Turkcell (9.2%), Arçelik (8.2%) and Baykar (7.5%) stood out.
• Sector leaders and prominent brands included Arçelik in major domestic appliances, followed by Beko (25%) and Vestel (20.2%); İstikbal (30.7%), Bellona (13.7%) and Kelebek (7.2%) in furniture; BİM in retail; LC Waikiki (36%) in clothing; chocolate-wafer brands in food; and Ford Otosan (17.5%) and Tofaş (11.8%) in automotive.
• Torku was the brand consumers said they wished would expand internationally.

Methodology

Conducted online on 8–9 February 2024 with 1,067 participants reflecting Türkiye’s population. The reported confidence level was 95%, with a 3% margin of error.

Ertan Aksoy’s assessment (summary)

According to Ertan Aksoy, collective psychology is readily affected, particularly in Türkiye, where economic and political conditions change frequently. Amid the difficult economic conditions and political turbulence of the preceding five to six years, brands succeeding abroad fostered national pride and lasting bonds.