BİZİM İÇİN REKLAM DEĞER ÜRETİRKEN HESAP VEREBİLMEKTİR...

I want to start with a basic question. First of all, can you tell us about the historical process of branding?

 

 

 

With a simple definition, we call branding the process of differentiating a product or service from similar products and services. In other words; Branding is the process of producing added value in favor of such products and services in similar products or services. We call it marketing communication to all this activity area. The concept of marketing communication is today the biggest problem for brands. Because the product and services resemble each other, the purchasing process is supported by many complex factors. The name of being known in the market is branding. We know consumers, heard, buy or buy familiar things. When we look at the historical process of the brand, brand is a concept of industrial revolution. The mass production in the anglo saxon world, where production is machined, has made the whole world a market. Mechanicalization, which has contradictions and opportunities within itself, has experienced two world wars since the beginning of the twentieth century. Especially in the second world war industry, with the end of the war, factories started to produce products that regulate daily life. With this period, advertising and marketing sectors developed and there was intense competition in this field. If we return to our country, the ads of the imported products started to appear in our newspapers. At that time, we meet with the brand concept ün the trademark of the product Biz. (From the beginning of 1800's, the Ottoman society has met with the brand.) Although many thinkers think that societies that do not have industrial revolution do not have knowledge and production capacity; There are also some analyzes which see the fact that societies that do not experience industrial revolution do not experience its destructive effect. I'm the one who advocates second opinion. Because development and change seem to be a ıcı great value Çünkü, they have a destructive effect on the social strata. Long working hours, poor conditions of production, extreme urbanization and ghettoization do not contribute to humanity. Turkey is experiencing the era of informatics has missed the industrialization stage, while a farming community in this regard. We could have lived the last century very differently, but the political and economic variables did not allow this. While all countries except the West have experienced this denominator, only one country in the world has been able to translate it into opportunity and value. The name of this country is Japan. It is not the subject of this article to say much about the phenomenon called Japanese miracle. But if we framed briefly, it is almost a single country that produces four earths and hundreds of islands and a world without earth. It is a single country because it focuses only on this point with its mental infrastructure, knowledge tradition and education and production system. Interestingly, these people see themselves as the most unlucky and poor people in the world when they travel by car from Ankara to Konya. As a living being I learned how valuable the soil is in the agricultural marketing.

 

 

 

What is the importance of branding of a product and what they bring to the product?

 

 

In the branding process, while the whole thing is equal, the consumer gets the other product, not that product. A simple example is that you prefer Turkish pepper instead of Dutch pepper in a German market. Brand is added value. Brand gives identity and personality to the product. The right packaging, the right presentation, price a product over the top of the market value. We should start product positioning studies as an agricultural country in European markets where one liter of vinegar is sold at 800-1200 Euros. Provides brand recognition. In the process of buying the consumer will not look for alternatives. Brand trust means in a sense. Confidence in the brand with our past experience of that product connects us to the brand, which is the most valuable thing in the world.

Why should we brand in agriculture?

 

 

 

When we look at the question of why we need to brand in agriculture, it is possible to see interesting information. In the last century you will see that all wars and conflicts are near and for energy sources. It was the twentieth century geopolitical century. Rising value was oil and precious metals. The oil is no longer a value. To me, the twenty-first century will be an agropolitic century. Factors such as rapid population growth, food needs of developing countries and global warming will make the land and agriculture more valuable than it is. This fact lies under the strategic moves of the imperial countries over the last decade. Above all neighboring countries and Turkey is already a country with 450 million people in full focus. Partial production, shipping, delivery problems, a sector that is already in the process of natural development has been solved. Extreme specialization is forcing countries, groups, brands to focus on one area. Today, the fame of Italian glasses is not due to a few creative itineraries, Italy is a country that makes serious investments in this field because it has optical universities. India divides human resources into half, half of them studying only the informatics. As a result, the software is a number in the world. China is now re-building its universities and education system to have a say in the field of artificial intelligence. These inferences should not only mean that we should focus on agriculture, but we must also question whether something has gone wrong in this area. Branding is an area that needs to be discussed after solving the problems of production, logistics and marketing. We must have a corporate discourse to evolve from a producer country to a position where brands are located in the market. We must position our products correctly in the right markets and systematically conduct our marketing communication activities.

 

 

 

Could you give information about the process of branding in agriculture?

 

 

 

It is important to have a story on the basis of branding. This is the shortest way to separate you from your competitors. When you set up this metaphorical infrastructure in your brand tradition, all the other things you do will be easier. Marketing communication needs to be addressed in this basic way. When your story is curious and trustworthy, it is easier to progress in the market. If we predict this in our agricultural branding process, our work becomes easier. The tradition of thousands of years of Anatolia, the motherland of agriculture, the birth of sixteen cultures on this land and its impact on the world, these lands which are the crossroads of cultures give us endless possibilities in terms of discourse. Even our non-pasteurized cheese tradition holds thousands of pages. Modern people want to know and experience. This fact offers us many possibilities. For example, we can give Çatalhöyük / Cumra / Konya. When the wheat harvesting activities in Çatalhöyük and Çumra, which is the most important city of the Neolithic period, which is considered to be the beginning of agriculture, will be created, synergy, I think, will contribute to our country. If we extend the story a little more, why is Çatalhöyük important. Çatalhöyük; It is the most populous settlement of the period after Mesopatamia. You can only see the Neolithic and Chalcolithic layers here. The house is unique in the world with its architecture and unique artworks. When we combine this value with an agricultural activity, we can create a value. Today, France is marketing its agricultural products and historical values ​​with its vintage activities. I'm not even adding the Divle Obruk Cheese to Konya, one of the best cheeses in the world. The logic here is not to compare wine with wheat, but to prove that it is not difficult to create a story. It is possible to apply this simple relationship network to all our other agricultural products.

 

 

 

There are more geographically well-known products in our country (Malatya apricot, Erzincan bag, Gaziantep baklava, Sanliurfa pepper, etc.) What should be done for the branding of these products, what are the producers, exporters and the state?

 

How do you assess Turkey's agricultural potential in branding?

 

 

 

We need to look at our agricultural potential before moving on to our branding potential. Turkey is a strategic agricultural country with about 450 million people in the close vicinity of the hinterland. At this point we should be proud to be shy. Yes, we are a country of agriculture, the world's most delicious and natural products we have to shout to the world at every opportunity. This must be our indisputable state policy. Lean is a fact: mobile phones are useless when you're hungry. I think that the relationship between agricultural production and urbanization should be mentioned briefly. According to the official projections, in 2050 more than 2.5 billion people will live in cities. You will need 625,000 tons of peaches every year. But unfortunately there is not so much peach in the world. In 1990, the number of cities exceeding 10 million was just ten. The number of mega cities by 2030 will be 43. By 2050, the urban population in India is estimated to be 416 million, the number of cities in China is 255 million and the population of Nigeria will be 189 million. While the basic equation here is arithmetic of agricultural production, population increases geometrically. The theory of Population which is the theory of the British democrat, Thomas Robert Malthus, remains functional and valid.

 

 

 

We cannot think of agriculture independently of the climate. Simple logic does not catch tea in England. But there is no such thing as English tea and English tea culture. The world's largest tea brand is also British. As an example, you cannot create something like canada cherry now and in the future. Every marketing communication activity we make will cost you a lot. The truth is this; The homeland of the cherry is Anatolia, Giresundur. As a Turkish cherry producer, it is easier to brand. Because you have a story / history / tradition. You are already a cherry manufacturer who has branded the world. If we switch to another product; Seventy-five percent of the world production of hazelnut world is the first. But we have no world brand in hazelnuts. This issue is one of the most debated issues in our country. However, as a result of the lack of result-oriented initiatives or supported, unfortunately, we could not get on the road.

 

I would like to share a knowledge of Hazelnut. Turkey's hazelnut on behalf of breaking the monopoly in Canada are a chocolate hazelnut decided to support major brand manufacturers for production. This point should be watched carefully, even in the trial phase.

 

 

 

As a result, your production and climate advantages make you a good manufacturer, supplier country that does not brand you in agriculture. The basis of our advantage is that we are a climate zone. This is a great and unique power. From where we get this power. There are seven climatic zones in the world, America, Europe, Asia, Australia, Africa, Madagascar, and Asia Minor. The most important ones here are the island of Madagascar with a variety of plant diversity, the other is Asia Minor, namely Anatolia. In terms of comparison, there are 2750 endemic plants and 12.000 plants in the whole continent, whereas in Anatolia there are 9000 plant species with 3500 endemic plants. So what is the source of this particular situation? The Mediterranean Plant Area (Mediterranean and Aegean Regions), the European-Siberian Plant Area (Black Sea and Marmara Regions) and the Iran-Turan Plant Area (Central Anatolia and Eastern Anatolia Regions) make us special in every sense.

 

 

 

What should be done to create an agricultural product brand that can compete not only domestically but also internationally?

 

 

 

In this sense, we are in its infancy. You cannot become a brand without product positioning, without product positioning. There is a very technical process here. It is possible to say these details briefly without choking you; We have to give up the concept of Turkish hazelnuts and open the ways to say Giresun hazelnut, Ordu hazelnut. Is this technique and practice difficult? No way. Communication and marketing opportunities are unlimited and almost free. The question of who will do this is actually the main problem of Turkish agriculture. Of course, and certainly the state should do. Because when we look at the historical development of other countries, we see the active role of the state here. The solution that I have expressed for years in various platforms is the urgent establishment of the Turkish Agriculture Council as a country. This institution, which will have an independent secretariat, including the relevant institutions of the state, should produce effective solutions and policies to our problems in this field. This structure, which will include our product promotion groups, which will be a micro example of this, will make a significant contribution to the branding of Turkish agricultural products.

 

 

 

Is it an obstacle for branding that many of the agricultural products grow at certain periods of the year?