CANiK to Strengthen Global Brand Identity Through Turquality Support Program
ANiK is committed to being the leading brand in innovative products, quality services, and smart solutions in the firearms and defense sectors, and the company further proved this commitment by joining the Turquality support program.
CANiK to Strengthen Global Brand Identity Through Turquality Support Program
CANiK is committed to being the leading brand in innovative products, quality services, and smart solutions in the firearms and defense sectors, and the company further proved this commitment by joining the Turquality support program. CANiK is advancing towards becoming a global player and a world brand, with branding efforts reinforced by values such as trust, accuracy, integrity, customer focus, responsibility, sustainability, and excellence, with the program helping the company along the way. Cahit Utku Aral, General Manager of CANiK, stated, "For us, branding means making our brand awareness and corporate development sustainable and creating a perception of superiority with our products, services, and the values we have in the eyes of our customers.”
Aral recalled that they applied to the Turquality support program after a one-year preparation period in 2022, and described the developments during the participation process, which took around 1.5 years, and the benefits of the program for CANiK. He stated, “We prepared for the Turquality program especially by integrating and utilizing the best practices in digital transformation, project management, Microsoft Dynamics 365 ERP investment, information security management system, business intelligence reporting, effective governance practices, strategy, and process performance management, in our proves. During this time, market research and brand perception studies were conducted by professional firms, and our brand identity and story were established. Strategic planning and vision workshops were set up to determine our brand strategies for the next five years.”
Turquality to Create a Leverage Effect
Aral stated that they applied to the program as the CANiK brand and stated the following: “Turquality is the Champions League of brands for our country. It was established by the Ministry of Commerce to foster a positive image of Turkish goods globally, formed by combining the words 'Turk' and 'quality’, to sustainably increase the exports of brands that are or have the potential to be global players. CANiK is celebrating its 25th year, and in such a short length of time, the company has achieved its goal of becoming a global brand in the defense industry, where players have been established for centuries. Today, we export goods and services worth approximately $180 million to 60 countries, and we are the leading brand in the firearms sector in our country, with manufacturing and storage facilities in Türkiye, the United Kingdom, the USA, and France. Over the next five years, we aim to exceed an export revenue of $250 million. The two biggest strategies we need to implement to achieve these goals are increasing brand recognition and successfully completing the organizational development that comes with growth. Turquality will create a leverage effect for our brand in realizing these two strategies.”
“Writing Our Stories with the CANiK Ecosystem”
Aral also emphasized that CANiK was the exclusive brand for firearms and medium-caliber weapons production ever since its establishment under the Samsun Yurt Savunma (SYS) umbrella, and added: “Today, within the CANiK ecosystem; we participate in competitions with our own firearms through CANiK Team, provide shooting and usage training to national and international law enforcement through CANiK ACADEMY, offer technical service solutions for firearms with CANiK Tech, and manage all our processes through digital applications with CANiK App, and we continue to write our stories with our ecosystem.” Aral expressed their plan to invest in marketing activities in line with their strategy to enhance global brand recognition, with the support of the Turquality program helping along the way. He also emphasized focusing on areas such as digital transformation, sustainability, change management, multinational company management, and brand perception management regarding organizational development. As such, CANiK will benefit from marketing support, support for fairs, consultancy support for corporate infrastructure, support for overseas units, brand and intellectual property protection support, certification, and market research support within the framework of the Turquality program.
Annual Exports to Surpass $250 Million
The Turquality support program will enable CANiK to receive 50 percent support and subsidies for participation in international fair events, organization of shooting demonstrations, competition sponsorships, documentary productions, social media promotional films, development of digital and mobile applications, and enhancement of e-commerce applications. This will also contribute to the company's integrated marketing efforts. The program aims to increase value-added production and brand recognition of companies, and as such, it will support our exports as well. With the financial and organizational support from the Turquality program, CANiK will strengthen its international organization and increase its export revenue per kilogram to $350 within 5 years regarding firearms and medium-caliber weapon systems, surpassing $250 million in annual exports.
“We Must Ensure Sustainable Growth”
Aral quoted Prof. Dr. Haluk Görgün, President of the Defense Industry Agency, as follows: “Turkish defense and aerospace industry claimed $5.5 billion of export revenue in 2023, marking a 27 percent increase compared to $4.36 billion that was achieved in 2022. Our rapidly growing defense industry is producing high-technology products, and our companies are competing globally with world brand competitors.” Aral then added: “Today, growth involves finding and retaining skilled human resources, going global, brand perception, crisis management, governance, evaluation, digital transformation, and process and transformation management. The Turquality program should be regarded as a significant strategic opportunity and initiative for the defense and aerospace This momentum in growth should be crowned with marketing, promotion, development, R&D, and digital transformation, turning it into sustainable and lasting value.”
CANiK is committed to being the leading brand in innovative products, quality services, and smart solutions in the firearms and defense sectors, and the company further proved this commitment by joining the Turquality support program. CANiK is advancing towards becoming a global player and a world brand, with branding efforts reinforced by values such as trust, accuracy, integrity, customer focus, responsibility, sustainability, and excellence, with the program helping the company along the way. Cahit Utku Aral, General Manager of CANiK, stated, "For us, branding means making our brand awareness and corporate development sustainable and creating a perception of superiority with our products, services, and the values we have in the eyes of our customers.”
Aral recalled that they applied to the Turquality support program after a one-year preparation period in 2022, and described the developments during the participation process, which took around 1.5 years, and the benefits of the program for CANiK. He stated, “We prepared for the Turquality program especially by integrating and utilizing the best practices in digital transformation, project management, Microsoft Dynamics 365 ERP investment, information security management system, business intelligence reporting, effective governance practices, strategy, and process performance management, in our proves. During this time, market research and brand perception studies were conducted by professional firms, and our brand identity and story were established. Strategic planning and vision workshops were set up to determine our brand strategies for the next five years.”
Turquality to Create a Leverage Effect
Aral stated that they applied to the program as the CANiK brand and stated the following: “Turquality is the Champions League of brands for our country. It was established by the Ministry of Commerce to foster a positive image of Turkish goods globally, formed by combining the words 'Turk' and 'quality’, to sustainably increase the exports of brands that are or have the potential to be global players. CANiK is celebrating its 25th year, and in such a short length of time, the company has achieved its goal of becoming a global brand in the defense industry, where players have been established for centuries. Today, we export goods and services worth approximately $180 million to 60 countries, and we are the leading brand in the firearms sector in our country, with manufacturing and storage facilities in Türkiye, the United Kingdom, the USA, and France. Over the next five years, we aim to exceed an export revenue of $250 million. The two biggest strategies we need to implement to achieve these goals are increasing brand recognition and successfully completing the organizational development that comes with growth. Turquality will create a leverage effect for our brand in realizing these two strategies.”
“Writing Our Stories with the CANiK Ecosystem”
Aral also emphasized that CANiK was the exclusive brand for firearms and medium-caliber weapons production ever since its establishment under the Samsun Yurt Savunma (SYS) umbrella, and added: “Today, within the CANiK ecosystem; we participate in competitions with our own firearms through CANiK Team, provide shooting and usage training to national and international law enforcement through CANiK ACADEMY, offer technical service solutions for firearms with CANiK Tech, and manage all our processes through digital applications with CANiK App, and we continue to write our stories with our ecosystem.” Aral expressed their plan to invest in marketing activities in line with their strategy to enhance global brand recognition, with the support of the Turquality program helping along the way. He also emphasized focusing on areas such as digital transformation, sustainability, change management, multinational company management, and brand perception management regarding organizational development. As such, CANiK will benefit from marketing support, support for fairs, consultancy support for corporate infrastructure, support for overseas units, brand and intellectual property protection support, certification, and market research support within the framework of the Turquality program.
Annual Exports to Surpass $250 Million
The Turquality support program will enable CANiK to receive 50 percent support and subsidies for participation in international fair events, organization of shooting demonstrations, competition sponsorships, documentary productions, social media promotional films, development of digital and mobile applications, and enhancement of e-commerce applications. This will also contribute to the company's integrated marketing efforts. The program aims to increase value-added production and brand recognition of companies, and as such, it will support our exports as well. With the financial and organizational support from the Turquality program, CANiK will strengthen its international organization and increase its export revenue per kilogram to $350 within 5 years regarding firearms and medium-caliber weapon systems, surpassing $250 million in annual exports.
“We Must Ensure Sustainable Growth”
Aral quoted Prof. Dr. Haluk Görgün, President of the Defense Industry Agency, as follows: “Turkish defense and aerospace industry claimed $5.5 billion of export revenue in 2023, marking a 27 percent increase compared to $4.36 billion that was achieved in 2022. Our rapidly growing defense industry is producing high-technology products, and our companies are competing globally with world brand competitors.” Aral then added: “Today, growth involves finding and retaining skilled human resources, going global, brand perception, crisis management, governance, evaluation, digital transformation, and process and transformation management. The Turquality program should be regarded as a significant strategic opportunity and initiative for the defense and aerospace This momentum in growth should be crowned with marketing, promotion, development, R&D, and digital transformation, turning it into sustainable and lasting value.”
