As the most professional and recognized brand influence award in China, the release of the 2023 Golden Flag Award winners has attracted great attention from overseas media to interpret the current communication strategies and trends in the Chinese market revealed by industry experts.
Up to now, more than 420 overseas media in North America and the Asia-Pacific region have reported on the release of the Golden Flag Award list and the communication trends in the Chinese market revealed therein, including the world's authoritative financial media Yahoo Finance, The Associated Press news portal, Fox News and other global influential media, with a potential audience of more than 800,000 people.
Fox News
associated press
道琼斯旗下新闻网站Market Watch
American Radio and Television KTLA Channel 5
Overseas media reports focus on five major trends in brand communication strategies in the Chinese market:
1. Practicing sustainable development has become a must for enterprises, and enterprises of different sizes and types are adhering to long-termism and practicing sustainable development, which not only enhances brand resilience, enhances brand risk resistance, but also permanently empowers the long-term value of the brand.
2. Digital communication has become a key means of communication and interaction between enterprises and consumers, and the application of artificial intelligence technology is emerging.
3. Whether it is a Chinese enterprise or a foreign-funded enterprise, more and more attention is paid to establishing value identity with users in communication, and the use of traditional Chinese cultural elements has also become the choice of many enterprises.
4. Face-to-face communication with consumers has been re-emphasized, and offline activities have become part of the integrated communication of enterprises to serve the larger market goals of enterprises. Traditional event companies are beginning to get involved in the field of brand communication with a wider range of influence, winning a larger market.
5. Internal communication has increasingly become an important part of the communication strategy of enterprises in the Chinese market, the proportion of internal communication has increased, and digital transformation has improved the communication effect.
It can be seen from the overall award-winning cases of the 2023 Golden Flag Awards that the Chinese market is paying more and more attention to brand value and reaching a consensus, establishing value recognition with users through brand communication, promoting enterprise growth, and improving the valuation of brands in the capital market through long-term precipitation of brand value. As a brand communication award based on contributing long-term value, the Golden Flag Award is attracting more outstanding brands that attach importance to building long-term brand value, continue to accumulate brand equity, and drive brand sustainable growth with excellent brand resilience.
This year's Golden Flag Award winners cover the fields of medicine, chemical industry, finance, e-commerce, aviation, science and technology, mother and child, food, automobile, agriculture, government, transportation, sports, cultural tourism, film and television entertainment, cosmetics and other fields.
The lineup of award-winning companies is dominated by the world's top 500 companies, including Budweiser China, BMW China, JD Retail, SAIC-GM, BD, Mars China, Bayer China, Roche Pharmaceutical, Lundbeck China, DHL, Cargill Investment, KFC China, Corning China, Adidas, McDonald's China, Huawei, Lenovo, Anta, Volvo, China Mobile, Ericsson, Amazon, Infineon, BOE, Master Kong, Lee Kum Kee, Yili, Moutai, Wuliangye, Jinmailang, Junlebao, Takeda China, Fenbid, Helion, GlaxoSmithKline, OPPO, vivo, Honor, ASUS Computer, TCL, Sony, Skyworth, Little Swan, State Grid, Petronas, Wanhua Chemical, Shell and other world-renowned companies have excellent cases on the list.
After 14 years of development and innovation, the Golden Flag Award has become an important reference index for measuring the performance of brand building. The evaluation criteria of the Golden Flag Award were also awarded a copyright certificate by the State Intellectual Property Office this year. This is the first brand communication award evaluation standard with intellectual property rights in China, which not only reflects the seriousness and professionalism of the Golden Flag Award review, but also can be used as a reference standard for practitioners in various fields.
The reason why the Golden Flag Award has won the competition of many top 500 well-known brands and won the favor of brand managers is precisely because it not only brings honor and professional strength to the award-winning brands, but also brings a unique and long-term sense of value to the brand through a series of value-added services such as publishing, award-winning case collection of teaching materials, promoting the brand to enter universities, and business insight interviews.
The award-winning cases of Golden Flag have been included in the university textbooks and the case study series of Chinese brands
金旗奖英文案例集Public Relations Case Studies
安踏体育2019金旗获奖案例“茁壮成长公益计划-‘爱不止步 点亮未来’公益行”被收录金旗奖英文案例集Public Relations Case Studies
The case was included in the university textbook team and received the certificate
Jinqi's "Industry Mentors on Campus" public welfare project entered Fudan University
The Golden Flag Award Chinese case collection entered Chongqing University
The Golden Flag Award Chinese casebook is highly sought after by business executives