We first encountered Superbrands one year ago. After only our second meeting in Istanbul, the Superbrands project became clear and we decided to cooperate in Turkey with Superbrands International, based in the UK. The timing of this project fits perfectly with Turkey’s recent superb international performance.

Operating in more than 50 countries worldwide, Superbrands is an independent arbiter of branding and as the only organisation operating in this field, it is itself a worldwide Superbrand. The brand selection process involves consultation with a dedicated Superbrands Council, consisting of leading luminaries and respected specialists of the country concerned. This local knowledge and experience ensures objectivity throughout the Superbrands selection process.

Selected brands hold their Superbrand status until the next round of selections and they may utilise the Superbrands logo in all their advertising campaigns and on their web-sites.

In addition, the Superbrands in this book become members of a prestigious international club, Superbrands International. Since its establishment, this organisation has awarded Superbrand status to more than 5,000 of the world’s greatest brands. These brands will soon be linked to one another via an intranet system and thus they will be able to exchange information and create new business opportunities together.

This book is the first step of an exciting Superbrands project and it gives credence to Turkey’s role in international business circles and global commerce.

Turkey is known for its dynamism, restructuring ability, power to change and hardworking, focused and confident human resources. From the 1990s, Turkey has seen the creation of brands that have the potential to become major players in the international arena. This book, the first phase of the Superbrands project, supports this development and carries it to another level. In showcasing the Superbrands of Turkey, a country with centuries of experience and deserving of European Union membership, we are pleased to have realized this project, which we view as an act of social responsibility.

We would like to thank Mehmet Ali Yalç›nda¤ for his sincere support from the beginning of this project as well as the members of the Turkey Superbrands Council.