The Identity of the Ülker brand Ülker: a brand name not limited by time and space Ülker, whose history goes back to 1944, is one of the best loved brand names in Turkey. Founded and built in the 20th century, the Ülker brand, riding on its phenomenal momentum, was carried into the 21st century, seemingly unlimited by time and space. With its roots in tradition but reaching toward the future, Ülker is a name that continues to focus on the sociological and economic wellbeing of the community, but in parallel with that side of its existence, the organization is gaining new meaning. For the timeless Ülker brand, there seems to be no end in sight. During the early years of the company, the Ülker brand manufactured more and more products with the functional benefits of qualities of taste, safety and nutrition. In the years that followed, the name Ülker became synonymous with happy memories and the intrinsic values of trust, honesty and affinity. Ülker became part of the daily lives of many Turkish families and slowly but surely became entwined in the lives of consumers. Surveys conducted in conjunction with the 65th anniversary of Ülker discovered that people of all ages and backgrounds have a memory or anecdote associated with an Ülker product. Some of them have are still enjoying happy moments with the Ülker brand; some are just discovering the new tastes and significance of the brand. Ülker is associated with “happy moments and memories” experienced by people of all ages. The love that consumers and communities have for the Ülker brand is a unique phenomenon. Research shows that the Ülker brand is the second most recognized brand in Turkey, in all categories. In its own category, Ülker is the most beloved brand name of all. Ülker is a subsidiary of Yıldız Holding. Its association with Ülker has benefitted Yıldız Holding in its business activities and added value to its other subsidiary brands. Ülker was the first subsidiary of Yıldız Holding and is its main brand. Today, Ülker has hundreds of sub-brands that serving the consumers and holding a strong presence in the marketplace. The brands all share the same principles and values of Ülker manufacturing a wide span of products such as biscuits, chocolate, candy, chewing gum, liquid oil, dairy products, carbonated beverages, ice cream, coffee and baby food. Besides being Yıldız Holding’s “trademark” brand of food products, Ülker represents the cohesiveness of the organization. Since 1944, the company’s industrial, managerial, marketing and sales, advertising and customer relations activities have been based on the corporate culture established by the Ülker name. This is what makes Ülker more than just a brand name.