Turkey's Most Reputable Brands Announced

Reputation Group's Turkey Reputation Academy announced new results of the Turkey Reputation Index Survey, which was conducted for the seventh time this year. The research was carried out nationwide between 1 February and 30 April 2018 across 20 different sectors, using CATI (Computer Assisted Telephone Interviewing) methodology with 5,000 respondents. According to the Turkey Reputation Index 2017 Survey, which was reported by Yıldız Technical University Department of Statistics and academically supervised; Koç Holding was Turkey's most reputable brand for the seventh consecutive time, followed by Arçelik in second place and Ülker in third place. The Turkey Reputation Index (TİE) Survey, which examined 20 different sectors in addition to the overall Turkish market, was academically supervised and reported by faculty members of the Yıldız Technical University Department of Statistics, consisting of Dr. Ömer Bilen and Dr. Reşit Çelik, under the chairmanship of Prof. Dr. Ali Hakan Büyüklü. In the survey, which was conducted for the seventh time by Turkey Reputation Academy operating within Reputation Group; the reputation of companies in sectors including holdings, energy, white goods, GSM, construction, automotive, ready-to-wear, food, pharmaceuticals, transportation, banking, consumer electronics, tourism, insurance, education, machinery, furniture, retail, soft beverages and fuel was measured. The research, conducted with 5,000 respondents representing the Turkish sample across 26 provinces through approximately 80,000 minutes of telephone interviews, yielded striking results. "Companies' book value differs from market value" Ertan Acar, Chair of TİE Executive Board and Reputation Group, stated: "Reputation is one of the most important intangible measures of company or institution credibility. Because the key source of differences between companies' book value and market value is their reputation. Based on this idea, we identified 20 different sectors that could be called locomotive sectors in our country, and as we have done for seven years, we measured the public reputation of the most recognized companies in these sectors."

Award ceremony in July

Ertan Acar said that the winners of the Turkey Reputation Index 2017 Survey and the winners of the Bursa Reputation Index 2017 Survey announced in previous months would receive their awards at a ceremony to be held in July at Yıldız Technical University Auditorium.

Academically-grounded index

Addressing the academic dimension of the Reputation Index, Acar stated: "The reporter and academic supporter of the TİE, which will enable Turkish companies to reach the future in a healthy manner, is the Yıldız Technical University Department of Statistics. The support of a valuable academic institution in ensuring the data collection phase of the research is conducted flawlessly, in interpreting the obtained data soundly, and in the reporting stage, as well as in terms of transparency, is very important." Noting that 5,000 randomly selected respondents nationwide were contacted by telephone, Acar said: "We applied this model used in many countries around the world, reorganizing it to suit the structural characteristics of Turkey, and by including the concepts of 'trust' and 'affinity' that are very important to our people, we measured reputation across 8 levels. With these results, our companies will be able to determine what roadmap they should follow to increase their institutional value in the future."

Most reliable research model

Addressing the fact that "reputation" and "perception management" are among today's most strategic topics in communications, Ertan Acar stated: "Access to sound data is of great importance for our brands and institutions. To plan actions to be taken on reputation and perception management and to measure the impact of communication investments made, many different reputation and perception models have been developed. The 'TİE-Rep Reputation Model' applied in TİE, developed by Reputation Academy, is a new and different model that takes into account our country's culture and values, our people's value judgments and way of life. Since its first launch, the 'TİE-Rep Reputation Model' has evolved, and today it measures the 'activism' concept measured in perception research applied worldwide along the 'affinity' axis, taking into account our people's value judgments. This parameter is an approach that evaluates brand loyalty and the concept of being a brand ambassador independently of each other."

"We provided scientific infrastructure"

Prof. Dr. Ali Hakan Büyüklü, Chair of Yıldız Technical University Department of Statistics, said: "The reputation index is applied in sectors determined with economic and financial content. We are part of the academic content of the 'Turkey Reputation Index'. Our university provides the scientific infrastructure in monitoring and evaluating the variables and factors that affect the formation and development of reputation."

How will TİE be utilized?

Büyüklü stated: "This report will serve as a navigation tool for each company. The published report will contain the reputation values of 20 sectors, the individual reputation values of each sector's prominent major organizations, their differences from sector competitors, their differences from benchmark institutions, why they are at that point, what the public and target audiences expect from them to increase their reputation, to what extent fulfilling each expectation would increase institutional reputation, priorities and recommendations toward this end." Turkey Overall Result: > Turkey's Most Reputable Brand:   Koç Holding Arçelik Ülker