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Journal of Turkish Weekly, Turkey
Jan 13 2007
Turkey's Image - Part 1
Hans A.H.C. de Wit
Saturday , 13 January 2007
Branding of a country has become an important issue in the world of
today. Whether we like it or not the globalization trend enforces
countries to compete with each other.
Self supporting economies, which Turkey was until the beginning of
the 1980's, are an anachronism today. For those who still believe in
that, look at Zimbabwe or North Korea and what it became.
Branding a country is not only for the attention, respect and trust
of investors, or for the hard valuation of the tourists, it must tell
the story about a country which respects and gains developments
throughout its social, political and economical decisions.
The image of a country is also made by the products which they sell
abroad.
Do we care about what these consumers think? Are they essential for
our image? Yes. And are Turkish Vestel, Beko or Arcelik brand names
in West Europe? No. In Poland? Maybe.
And finally, what are we expecting from the media and governments of
other countries: our neighbors and those friends and allies on the
other side of the oceans. Sure, Turkey has allies, hostile partners
and they see some countries as scrupulous traitors, but it doesn't
matter how Turkey sees them, it matters how they see Turkey.
All their opinions go in one basket: in this case the basket of
Turkey's Image.
How to handle this is called `perception management'.
Let me take you to the Famous Six; The Criteria: `How the others
perceive Turkey'.
The Criteria.
These criteria are not random but general indicators for every one of
us to understand when we talk about what `brands' a country:
1) Export products; 2) Tourism; 3) Governance/liability; 4)
Investment climate; 5) Culture and Heritage, and last but not least:
6) the People.
Let's start.
Export Products:
During the infamous `Cartoon crisis', some groups in Muslim nations
decided to boycott Danish products. When the Armenian genocide bill
passed the French lower house, a boycott of French product was
announced unofficially in Turkey. Did the first boycott hurt Denmark?
Of course. Does it hurt Danish image in the world in general, no. The
countries which boycotted Danish products already had a biased
negative attitude towards the Danes. And the boycott of French
products didn't hurt France at all. It is still one of the leaders in
the world regarding the finesses of life: food, life style fashion,
language, literature, culture etc. Although you don't find these
aspects in the French ban lieu's anymore. France's image got a bump
but it's still the number one destination in the world where tourists
are going. Turkey cannot change that.
But what about Turkey, which aims to boost it exports up to 100
billion USD in 2007. How many people abroad know that they buy
Turkish products? I know that companies such as Vestel and Beko
produce more than 80% of the Televisions sold in Europe, not under
their own brand names. I know that Turkey is making the most
beautiful yachts (especially wooden and retro yachts) and are often
displayed in brochures as Made in the Netherlands or Sweden.
We know that Turkey has plenty of skilled ICT labor. But is Turkey
considered as a nearby out-source country? No.
We know that Sabanci holding, Koc Holding, Zorlu holding etc. are
powerful conglomerates which do a lot of investments, R and D, have
their own universities and produce a lot through Joint Ventures or on
their own. But does anyone know outside Turkey all these names and
facts? No.
Is it not time for Turkish companies to grow up and to look at their
own strength, instead of looking what is Made in the World of Peter
Stuyvesant and Martini, the USA.
Produce and brand your own products abroad under the name Made in
Turkey. Yes, everybody knows Turkish coffee and their Belly dancers,
but `Made in Turkey' is still rare and seldom used.
Tourism
Turkey's tourism industry was booming the last years but dropped in
2006. According to the Turkish ministry for Tourism the main reasons
are the Cartoon crisis (strange, I thought this only hurt Denmark),
the bird flu (which is everywhere) and the World Championship
Football in Germany. All external factors.
But is it not a fact that Turkey lacks a way to promote itself? You
can enjoy for years the beautiful and original commercials on
international channels such as BBC world and CNN, the most watched
international channels.
Unfortunately, no `Turkey' there. Yes, Egypt, a much poorer country
campaigns with commercials worth watching. Emerging and developing
countries such as: India, Romania, Croatia, Poland, Montenegro,
China, Thailand, Malaysia, South Africa, all with timed, original and
imaged spots. And don't forget Greece's hot commercials. And Cyprus's
commercial: an Island For all Seasons - if there is no Northern
`Turkish' Part.
Of course, tourist boards must spend money on `selling' the country
around the
world. But not only through brochures with beautiful sea sides, sexy
beaches and nice nightclubs.
Turkey's image as a holiday country is unfortunately still one of a
cheap holiday country.
And to show Turkey as a modern Western country which Mrs. Boyner of
TUSIAD tries to sell in Europe, will hurt Turkey's real image: its
unfolded mysterious image, a mosaic of colors, smells and
atmospheres. Which must stay as it is!
And TUSIAS previous attempt to create a modern image though an ad,
several years ago, didn't help either. It was more a campaign for
Prada, BMW, Mercedes: foreign brand names!
Governance
Is Turkey acting responsibly in the international scene, was the
first question which came up in my mind. Beside the hot issues like
the alleged Armenian genocide, Cyprus and the ongoing hostility with
some of Turkey's neighbors, Turkey must withhold its
Turkish-egotistic stance and rhetoric to become a serious and
rational sparring partner.
Is Turkey reliable for peace and security in the region? For sure
most of the Turks will say that they protected Europe from communism.
They are right, but the international arena changed dramatically. And
the current situation in the Middle East is in fact a perfect chance
for Turkey to show its negotiating skills since its has good
relations with all countries. But somewhat, its image as a former
conqueror doesn't help.
And do Turks trust their own government? Sad to say, in general: no.
Too many conspiracy theories are doing well in the national media.
Turks still tend to rely on their military. And that's exactly what
gives Turkey the image of a non-democratic state. A country must be
governed by its institutions, not be a mighty military presence. Take
a look at Israel and you understand what I mean. A country which is
continually at war, surrounded by rocky regimes. But the country is
ruled by elected politicians, not by the army.
Regarding the EU: is Turkey ready to adjust to trends set out by the
EU? Otherwise leave the negotiating table. You can not change the EU
which is still in progress. You as a candidate member can only listen
to what has to be done and act accordingly. No need for nationalistic
rhetoric. It's only harming Turkey's image. Some `Turkey fatigue' is
already rising within he EU on all levels.
And last but not least, in my opinion, the several coupes d'etat in
Turkey harmed Turkey's image more than the movie Midnight Express,
which dehumanized the Turkish population at large. It's time for
Turkey to go out from its own strength. Its half-time and a golden
goal is not yet scored.
Next week more fun stuff and Turkey's ranking as a bonus.
End of Part 1
Hans A.H.C. de Wit - International Communication Manager
[email protected]
Source: Anholt Nation Brands Index powered by GMI (Global Market
Insite, Inc.)
Jan 13 2007
Turkey's Image - Part 1
Hans A.H.C. de Wit
Saturday , 13 January 2007
Branding of a country has become an important issue in the world of
today. Whether we like it or not the globalization trend enforces
countries to compete with each other.
Self supporting economies, which Turkey was until the beginning of
the 1980's, are an anachronism today. For those who still believe in
that, look at Zimbabwe or North Korea and what it became.
Branding a country is not only for the attention, respect and trust
of investors, or for the hard valuation of the tourists, it must tell
the story about a country which respects and gains developments
throughout its social, political and economical decisions.
The image of a country is also made by the products which they sell
abroad.
Do we care about what these consumers think? Are they essential for
our image? Yes. And are Turkish Vestel, Beko or Arcelik brand names
in West Europe? No. In Poland? Maybe.
And finally, what are we expecting from the media and governments of
other countries: our neighbors and those friends and allies on the
other side of the oceans. Sure, Turkey has allies, hostile partners
and they see some countries as scrupulous traitors, but it doesn't
matter how Turkey sees them, it matters how they see Turkey.
All their opinions go in one basket: in this case the basket of
Turkey's Image.
How to handle this is called `perception management'.
Let me take you to the Famous Six; The Criteria: `How the others
perceive Turkey'.
The Criteria.
These criteria are not random but general indicators for every one of
us to understand when we talk about what `brands' a country:
1) Export products; 2) Tourism; 3) Governance/liability; 4)
Investment climate; 5) Culture and Heritage, and last but not least:
6) the People.
Let's start.
Export Products:
During the infamous `Cartoon crisis', some groups in Muslim nations
decided to boycott Danish products. When the Armenian genocide bill
passed the French lower house, a boycott of French product was
announced unofficially in Turkey. Did the first boycott hurt Denmark?
Of course. Does it hurt Danish image in the world in general, no. The
countries which boycotted Danish products already had a biased
negative attitude towards the Danes. And the boycott of French
products didn't hurt France at all. It is still one of the leaders in
the world regarding the finesses of life: food, life style fashion,
language, literature, culture etc. Although you don't find these
aspects in the French ban lieu's anymore. France's image got a bump
but it's still the number one destination in the world where tourists
are going. Turkey cannot change that.
But what about Turkey, which aims to boost it exports up to 100
billion USD in 2007. How many people abroad know that they buy
Turkish products? I know that companies such as Vestel and Beko
produce more than 80% of the Televisions sold in Europe, not under
their own brand names. I know that Turkey is making the most
beautiful yachts (especially wooden and retro yachts) and are often
displayed in brochures as Made in the Netherlands or Sweden.
We know that Turkey has plenty of skilled ICT labor. But is Turkey
considered as a nearby out-source country? No.
We know that Sabanci holding, Koc Holding, Zorlu holding etc. are
powerful conglomerates which do a lot of investments, R and D, have
their own universities and produce a lot through Joint Ventures or on
their own. But does anyone know outside Turkey all these names and
facts? No.
Is it not time for Turkish companies to grow up and to look at their
own strength, instead of looking what is Made in the World of Peter
Stuyvesant and Martini, the USA.
Produce and brand your own products abroad under the name Made in
Turkey. Yes, everybody knows Turkish coffee and their Belly dancers,
but `Made in Turkey' is still rare and seldom used.
Tourism
Turkey's tourism industry was booming the last years but dropped in
2006. According to the Turkish ministry for Tourism the main reasons
are the Cartoon crisis (strange, I thought this only hurt Denmark),
the bird flu (which is everywhere) and the World Championship
Football in Germany. All external factors.
But is it not a fact that Turkey lacks a way to promote itself? You
can enjoy for years the beautiful and original commercials on
international channels such as BBC world and CNN, the most watched
international channels.
Unfortunately, no `Turkey' there. Yes, Egypt, a much poorer country
campaigns with commercials worth watching. Emerging and developing
countries such as: India, Romania, Croatia, Poland, Montenegro,
China, Thailand, Malaysia, South Africa, all with timed, original and
imaged spots. And don't forget Greece's hot commercials. And Cyprus's
commercial: an Island For all Seasons - if there is no Northern
`Turkish' Part.
Of course, tourist boards must spend money on `selling' the country
around the
world. But not only through brochures with beautiful sea sides, sexy
beaches and nice nightclubs.
Turkey's image as a holiday country is unfortunately still one of a
cheap holiday country.
And to show Turkey as a modern Western country which Mrs. Boyner of
TUSIAD tries to sell in Europe, will hurt Turkey's real image: its
unfolded mysterious image, a mosaic of colors, smells and
atmospheres. Which must stay as it is!
And TUSIAS previous attempt to create a modern image though an ad,
several years ago, didn't help either. It was more a campaign for
Prada, BMW, Mercedes: foreign brand names!
Governance
Is Turkey acting responsibly in the international scene, was the
first question which came up in my mind. Beside the hot issues like
the alleged Armenian genocide, Cyprus and the ongoing hostility with
some of Turkey's neighbors, Turkey must withhold its
Turkish-egotistic stance and rhetoric to become a serious and
rational sparring partner.
Is Turkey reliable for peace and security in the region? For sure
most of the Turks will say that they protected Europe from communism.
They are right, but the international arena changed dramatically. And
the current situation in the Middle East is in fact a perfect chance
for Turkey to show its negotiating skills since its has good
relations with all countries. But somewhat, its image as a former
conqueror doesn't help.
And do Turks trust their own government? Sad to say, in general: no.
Too many conspiracy theories are doing well in the national media.
Turks still tend to rely on their military. And that's exactly what
gives Turkey the image of a non-democratic state. A country must be
governed by its institutions, not be a mighty military presence. Take
a look at Israel and you understand what I mean. A country which is
continually at war, surrounded by rocky regimes. But the country is
ruled by elected politicians, not by the army.
Regarding the EU: is Turkey ready to adjust to trends set out by the
EU? Otherwise leave the negotiating table. You can not change the EU
which is still in progress. You as a candidate member can only listen
to what has to be done and act accordingly. No need for nationalistic
rhetoric. It's only harming Turkey's image. Some `Turkey fatigue' is
already rising within he EU on all levels.
And last but not least, in my opinion, the several coupes d'etat in
Turkey harmed Turkey's image more than the movie Midnight Express,
which dehumanized the Turkish population at large. It's time for
Turkey to go out from its own strength. Its half-time and a golden
goal is not yet scored.
Next week more fun stuff and Turkey's ranking as a bonus.
End of Part 1
Hans A.H.C. de Wit - International Communication Manager
[email protected]
Source: Anholt Nation Brands Index powered by GMI (Global Market
Insite, Inc.)