From November 30th to December 1st, 2023, the 2023 Annual Meeting of Brand Managers and the 14th Golden Flag Award Brand Award hosted by the Organizing Committee of the Golden Flag Award were held in Beijing. The two-day conference was full of dry goods, four special sessions, eight keynote speeches, and two roundtable forums, bringing together big names in various fields, exchanging the way of brand resilience and growth at the peak, attracting more than 500 corporate brand managers from home and abroad to participate in the conference, learn from the successful, and be in the company of the excellent, and help the growth Xi of brand people.
The scene of the 2023 brand manager annual meeting
Create an annual event for brand people and focus on brand resilience growth
Ms. Yin Xiaodong, Chairman of the Organizing Committee of the Golden Flag Award, delivered an opening speech. She said that the annual meeting of brand managers is a platform for communication and sharing of learning and Xi created by the Golden Flag Award for brand people, and once a year, she hopes to help more enterprises solve the confusion in brand building by sharing the strategies and experience of senior brand managers of leading enterprises in various industries, learn from the successful Xi, and be in company with the excellent to help brand people grow.
The theme of this year's annual meeting focuses on "resilient growth", that is, brands can maintain stable and sustained growth in the face of change and challenges, and have the ability to resist risks and adapt to changes. Yin Xiaodong believes that in order to achieve this goal, enterprises should improve their capabilities in three aspects:
Brands need to focus on their own sustainable development first, and need to think beyond the perspective of shareholder first to achieve win-win results with stakeholders, including the environment, natural resources, employees, local communities, etc.
The second is innovation, brands should actively embrace change, constantly interpret the unchanged core value proposition in a new language that is in line with the trend of the times, and use digital communication technology to achieve data-driven brand science.
Finally, globalization, brands need to bravely explore overseas markets, and the transformation of Chinese enterprises from products to brands is an inevitable trend in the development of enterprise globalization.
Silver Xiaodong, chairman of the Golden Flag Award, openedSpeechesBrands drive resilient growth upwards
Advocate the social value of the brand and help the brand grow sustainably
Subsequently, Professor Zhang Li, Deputy Dean of the School of Journalism and Communication of Tsinghua University, released the "2023 Golden Flag Enterprise Brand Social Value Evaluation Project Report".
The report was commissioned by the Golden Flag Award Organizing Committee to research and launch by the research team of the Institute of Public Relations and Strategic Communication of the School of Journalism and Communication of Tsinghua University, to study the relationship between the social value of corporate brands and consumer behavior, and to establish scientific evaluation methods and index systems around the "social value of corporate brands", and to mine the corporate brand data related to the evaluation indicators.
After the release of the report, Ms. Yin Xiaodong, Chairman of the Organizing Committee of the Golden Flag Award, announced the "2023 Golden Flag Enterprise Brand Social Value List". The list is based on the "2023 Corporate Brand Social Value Evaluation Project Report". Different from the brand value list, which is mainly considered from the perspectives of corporate revenue, profit, total assets and market value, the "2023 Golden Flag Corporate Brand Social Value List" not only evaluates and discovers the value of a brand's contribution to society from the dimensions of brand strength (products, services and financial status), but also from the dimensions of brand actions (corporate governance, social responsibility, environmental and sustainable development, and CSR ESG disclosure), brand reputation (public, peer, ** and employee evaluation).
Annuity BannerThe social value of the corporate brandlists(TOC).
Annuity BannerThe social value of the corporate brandlists(TOB, Inc.).
The release of the list will help enterprises to better reflect on and improve their own shortcomings in the process of production, operation and social practice, and further self-improvement and self-improvement, so as to promote the overall improvement of the industry and society while boosting the sustainable development of the enterprise itself.
Clarify the brand strategy and explore the way to brand resilience growth
Subsequently, the meeting entered a special discussion session. The 2023 Brand Managers Annual Conference will set up four thematic chapters: "Corporate Strategy and Brand Building", "Sustainable Development: ESG", "Intelligent Marketing: AI Model", and "Overseas Communication".
Yang Meihong, Vice President of Communications and Corporate Social Responsibility of Ford China, Gong Yanqi, Director and Vice President of Brand of Jinba**, Zhang Lei, Vice President of Communications of Bayer Greater China, Fu Yue, Head of Corporate Affairs of Helion Chinese mainland and Hong Kong, Zhong Jiawei, Senior Vice President of Edelman China, Huang Xiaochuan, Founder and Chairman of D&S Media, Wu Lei, Senior Vice President of ICR, Tao Shuanghua, Spokesperson and Director of Brand Management Department of Skyworth Group, and other senior brand managers from leading enterprises in various industries at home and abroad, respectively, from corporate strategy, Keynote speeches were delivered from the perspectives of brand building, brand asset management, sustainable development, intelligent marketing and overseas communication, sharing insights on brand strategy and brand management under the new situation.
In addition, two roundtable forums focused on how to view the long-term growth and short-term profit of the brand, and the large language model and brand intelligent marketing, exploring the sustainable growth of the industry and the brand through the collision of ideas.
Interactive Theme: How do you think about long-term growth and short-term profit of the brand?
From left) Yu Zhuping, President of Ogilvy PR China and Managing Director of Ogilvy Beijing.
Tingting Wang, Vice President of Decathlon China.
Cheng Tingting, Founder & General Manager of Shanghai Macpiys Advertising.
Zhao Jie is the co-founder of ffit8.
Interactive Theme: Large Language Models and Brand Intelligent Marketing.
From left) Li Guowei, President of Wenyuan Dacheng Management Consulting.
Dong Bin Deputy General Manager of iFLYTEK Brand Marketing Center.
Juncheng Chen is the Managing Director of Edge at Publicis Groupe.
Li Shuo, Vice President of AIGC of Xinsuo Research Institute
Specially Appointed Consultant of Wum Interactive Word-of-Mouth Lab
Head of the Metaverse Convergence Media Design Lab, School of Design, Jiangnan University.
The first Golden Flag Brand Festival, 4 special sessions and 8 guests shared wonderfully
On December 1, the annual meeting ushered in the first Golden Flag Brand Festival, which was guided by the Professional Committee of the Golden Flag Award Organizing Committee and held at the same time as the annual meeting of brand managers. As one of the important sections of the Golden Flag Award series of activities, the 2023 Golden Flag Brand Festival has specially set up a special session of [Annual Innovation], a special session of [Brand Public Relations], a special session of [Marketing], and a special session of [Pharmaceutical Finance TOB] industry.
Wang Xiaole, professor of ** University of Finance and Economics and director of the Institute of Financial Branding, He Qinghai, deputy general manager of Xuanya International Marketing Technology Shanghai Branch, Li Yan, chief representative of Petronas Beijing Representative Office, Sun Lingling, deputy director of corporate communications of Budweiser China, Wang Yi, head of Meituan Platform Marketing Department and Daojia Fulfillment Marketing Center, Guangming, head of maternal and child planning in Xiaohongshu's commercial FMCG industry, Guo Kun, director of China Communication Department of Roche Pharmaceuticals, 8 guests from Lanjia, Director of Corporate Communications of DHL Express China, shared the most influential brand communication cases of the 2023 Golden Flag Awards, shared the insights and thoughts behind the excellent works, and provided a stage for brand managers to exchange and learn Xi.
The scene of the first Golden Flag Brand Festival
The 14th Golden Flag Award Brand Awards, sharing the moment of brand glory
As the finale of the annual meeting, the 2023 Golden Flag Award Ceremony was held on December 1, and a total of six major units and 29 awards were announced
The scene of the 2023 Golden Flag Award ceremony
The judges of the Golden Flag Award, well-known brand owners at home and abroad, professional institutions, university experts, etc. gathered together to share the moment of brand glory and share and exchange together.
On-site communication
The first exhibition of business communicationPromote communication and cooperation between the upstream and downstream of the business communication industry
The inaugural Business Communication Exhibition, hosted by 17PR, was held concurrently outside the main venue of the 2023 Brand Managers Annual Conference. This exhibition has commercial communication institutions from D&S Media, Jiecheng Communication, Guanying Gooyee, Yunque Intelligence, Crescent Forest, Freedom Transcendence and other commercial communication institutions, covering advertising, media, marketing technology and other communication fields, a total of more than 500 brand managers of enterprises observed the booth on site, which effectively promoted the upstream and downstream communication and cooperation of the commercial communication industry.
The scene of the first business communication exhibition
On November 30, the high-profile 2023 Business Communication Agencies and Figures List was officially announced, commending the leaders and outstanding companies that emerged in the field of brand communication in 2023.
The 17PR Award for Outstanding Business Communication Institution was presented at the scene