The Golden Flag Award, an international brand award that advocates long-term value. Established in 2010, the Golden Flag Award is China’s first brand award to hold intellectual property rights for its evaluation standards and the first to introduce case studies into international business school curricula. The Golden Flag Award selects outstanding cases that demonstrate profound brand influence and sustainable growth value, embodying the principle “better brands lead to a better world.”
In 2023, the evaluation standards of the Golden Flag Award were granted a copyright certificate by the China National Intellectual Property Administration. This not only underscores the authority and professionalism of the Golden Flag Award but also establishes the standards as a key reference for brand professionals in their practice.
From 2013 to 2024, 53 Golden Flag Award-winning cases were included in Fudan University, Zhejiang University of Technology, and Zhejiang Province's “13th Five-Year Plan” and “14th Five-Year Plan” key textbooks, as well as in the Chinese Brand Case Studies Series.
The Golden Flag Award English case collection, Public Relations Case Studies, has gained favor from renowned business schools in the U.S., Europe, and Asia. The book has been adopted by 115 prestigious business schools worldwide as a research textbook for studying Chinese market communication cases, including 44 in Asia, 23 in Europe, 38 in North America, 9 in Oceania, and 1 in South America.
The Golden Flag Award Chinese case collection is the only brand-specific case study book that has been continuously published for 11 years. It is one of the most popular reference tools for professionals and has also been selected as a supplementary textbook by various universities.
Golden Flag "Mentors on Campus" Public Welfare Program invites brand leaders to universities, bringing the most current industry cases into the classroom. This initiative empowers university talent development, employment, and career growth, while enhancing the positive influence of the companies and the brands on the younger generation. Since the program's launch in 2022, speakers from 49 companies, including McDonald's, Mondelez, Mars, Neusoft Medical, UBS SDIC, Thermo Fisher, and Ogilvy, have delivered 77 lectures across 11 universities, including Fudan University, Zhejiang University, South China University of Technology, and Lanzhou University, as of December 2024.
Since its inception, the Golden Flag Award has attracted participation from nearly 1,000 renowned brands, including BMW, Bayer, Roche, Mars, Yili, McDonald's, Huawei, Anta, Bosideng, BYD, ByteDance, JD.com, Meituan, iQIYI, DHL, Infineon, Honeywell, Decathlon, China Mobile, ICBC, and Master Kong. Numerous Fortune 500 companies compete for the Golden Flag Award, drawn not only by the prestige and professional recognition it brings to winning brands and teams but also by the long-term brand equity it generates through case study publishing, university textbooks, brand presence on campuses, and business insight interviews.
In 2016, the Golden Flag Award goes global, taking overseas cases while showcasing China's best practices in brand communication on the international stage. The move helps promote cross-border sharing and cooperation between Chinese and global brand leaders.
In 2024, on the 50th anniversary of the establishment of diplomatic relations between China and Malaysia, the China-Malaysia International Brand Conference and the 15th Golden Flag Award ceremony was successfully held in Kuala Lumpur, Malaysia. More than 100 representatives from local business associations in Malaysia and 40 Chinese business leaders exchanged ideas, explored ways for market expansion and cooperation between the two countries. The Golden Flag Award continues to promote cross-cultural sharing among global brand leaders.
The International Brand Conference, hosted by the Golden Flag Brand Research Institute, serves as a communication platform for business leaders and brand managers. The annual conference features strategy and experience sharing from industry leaders, providing valuable references for brand decision-making and creating an international stage for brands to showcase and promote global exchanges and cooperation.