Rise of a Global Brand: The Case of Turkish Airlines

Turkish Airlines (TA) is one of the companies that has been growing successfully internationally and increasing its market share steadily. Despite being from an emerging market, the company has been able to develop a strong brand name globally. The evolution of the company from a local player to a major international airline contains a lot of lessons for global brand managers and marketing specialists. Turkish Airlines has been using very creative marketing strategies to establish its brand and compete with major airlines from Europe and from the Gulf region. While the company has made huge strides toward being an internationally recognized player, there is still progress to be made in order to take its brand to the top level. Case examines what should be the future strategies of Turkish Airlines in order to maintain and strengthen its position? and how can the company establish itself as one of the global leaders in the airline industry?