CANİK, a brand of Samsun Yurt Savunma, became one of the 4 most well-known Turkish brands in the United States.
Samsun Yurt Defense Foreign Trade Manager Didem Aral said that they know that they have a good position in the US market, but they still make surveys on "brand awareness" from time to time due to the importance they attach to branding.
Aral told Defensehere about the process of Canik becoming one of the 4 most well-known Turkish brands in the USA:
"We invest heavily in branding. Today, there are a lot of talents and industrial organizations in Turkey. I always underline it, but branding is very important.
Today, with the Canik brand, we are known by every person and end user from every country, from the USA to the other end of the world.
Last time we did a research in USA, we conducted a survey on very different profiles, not just as gun lovers, but generally. In the survey, we asked: “What do you know as a Turkish brand?” Four names came out, brands came out, one of them Canik, one of them Turkish Airlines, one of them Dr. Mehmet Öz, the other is Nusret, you know, the restaurant chain.
In the small arms category, we were already known as the fourth largest light arms manufacturer in the USA and the fourth largest light arms manufacturer in the world, but the result of this survey was critical for us in terms of branding.
We continue to do such brand research periodically, where we took ourselves, what we need to do, we conduct different surveys, we conduct these surveys for different user profiles. In other words, we are making very serious investments in branding."