Terrible branding. Going from a high-recognition, easy to pronounce and spell name to this. It's pretty well-established simple names always perform better. If the Turkish government was very liberal perhaps it would earn them some goodwill among the literati, but they tend to hate Erdogan.
In the big scheme of things, it's not the absolute easiest, but vs "Türkiye" there's no contest.
Tur-key
Tür-ki-ye
2 vs 3 syllables.
"Tür" with the umlaut cannot be possibly easier than "Tur", can only trip people up. "Key" is the only anglo part, but "kiye" doesn't seem to follow any prevalent latin alphabet pronunciation intuition either. And once you know how to pronounce it, "key" is strictly simpler regardless of language.
Nearly every language has their own name for Turkey because Türkiye is almost universally awkward regardless of how you write it down. The closest version that seems somewhat prevalent is something along the lines of Turkiya (usually spelled with a "ja"). But few seem to like the "ye". If I wanted to come up with a universal international name, I'd probably go with "Turkya" or "Turkia".
Few languages have a different name for Ankara - almost as easy as it gets.
You must be confused. Nobody is saying Turkey should change its name in Turkish. This is about the name in English. And English should be Anglocentric.
