China Brand Globalization 100 Cases
A continuing system of 500+ observed subjects, 200+ annual research candidates, a reviewed formal longlist and expert-selected Annual 100 cases.
ABOUT
Grounding research in the global journeys of Chinese brands.
The global expansion of Chinese enterprises raises important questions for brand research. Rooted in Chinese business practice and focused on global markets, we engage with companies, industrial clusters and overseas markets to identify questions, build evidence and develop insights from real-world operations. We seek to make academic research responsive to a changing world and useful to enterprises making decisions about international expansion.
INSTITUTION · RESEARCH MISSION
Connecting brands, industries and markets
Brand globalization research at the Boya Institute, Communication University of China, starts with the real international practices of Chinese enterprises. It connects brands, industries and markets through case studies, industrial belt research, global market research and methodological development.
Develop verifiable, comparable and communicable knowledge from Chinese practice to support research on Chinese brands in global markets.
INITIATING UNITBoya Institute of Brand Studies, Communication University of ChinaACADEMIC SUPPORTSchool of Advertising and Branding, Communication University of ChinaSchool of Advertising and Branding, Communication University of ChinaORGANIZING UNITBrand Globalization Research Centre (ASEAN), Communication University of ChinaBrand Globalization Research Centre (ASEAN), Communication University of China
OFFICIAL INSTITUTION INFORMATION
Official institution information
Boya Institute of Brand Studies, Communication University of China
Brand Globalization Research Centre (ASEAN), Communication University of China
The Brand Globalization Research Centre (ASEAN) is a research centre within the Boya Institute of Brand Studies, Communication University of China. It conducts continuing research on Chinese brand globalization cases, global markets, industrial belts, international communication and research methods.
Institute website ↗ Research centre information ↗
China Brand Globalization 100 Research (CBG100)
CBG100 is one of the Centre’s continuing research projects and platforms, observing, researching and comparing Chinese enterprise globalization cases, global markets and industrial belts.
Explore the research →INITIATING UNIT
Boya Institute of Brand Studies, Communication University of China
Founded in January 2023, the CUC Boya Institute of Brand Studies is a university-level research institution at Communication University of China and an important platform for brand-studies discipline building and research innovation. Working in integrated coordination with the School of Advertising and Branding, it advances the disciplinary, academic and discourse systems of brand studies, focusing on Chinese brand practice, theoretical innovation, talent development, teaching materials, international exchange and knowledge transfer.
ACADEMIC SUPPORT UNIT
School of Advertising and Branding, Communication University of China
The predecessor School of Advertising was established in 2002 and formally renamed the School of Advertising and Branding in June 2025. Its history extends to the advertising major established in 1988. It has developed integrated undergraduate, master’s and doctoral education and multidisciplinary teaching and research across advertising, brand studies, marketing, communication, data science and design. Working in integrated coordination with the CUC Boya Institute of Brand Studies, it provides continuing academic and talent support for CBG100, Global Industry Belt Research, brand-globalization theory and international communication research.
INSTITUTIONAL RESOURCE
国家广告研究院
National Institute of Advertising (NIA)
Established at Communication University of China in 2011, the National Institute of Advertising conducts research on advertising and brand development. Its official website provides institutional information, research news and research outputs.
Listed here as an institutional research resource; this listing does not imply a formal partnership or endorsement of CBG100.
Official website ↗RESEARCH CENTRE · ORGANIZING UNIT
Brand Globalization Research Centre (ASEAN), Communication University of China
The Brand Globalization Research Centre (ASEAN), Communication University of China is a specialized research institution established by the CUC Boya Institute of Brand Studies for brand globalization. Based in ASEAN and oriented globally, it conducts continuing research on Chinese brand globalization, global industry belts, international brand communication, international brand talent development, and related data and methodology. It organizes CBG100, the enterprise observation pool, Global Industry Belt Research and related platforms, connecting enterprise practice, academic research and international cooperation.
MISSION & RESEARCH DIRECTIONS
Four connected knowledge programs
Research Chinese enterprise globalization, distil the path to brand globalization, and build explainable, verifiable and cumulative knowledge.
Global Industry Belt Research
Research on industrial clusters, supply-chain nodes and regional market ecosystems related to Chinese enterprise globalization.
Synergy Efficiency
An original theoretical lens on how connectivity, sharing and consensus convert dispersed resources into global competitiveness.
BGAI
A developing research infrastructure for structured knowledge, comparison, matching and AI-assisted research.
RESEARCH GOVERNANCE
Responsibilities before names
Names will be published only after formal invitation, confirmation and consent.
Advisory Council
Strategic direction, academic reputation and long-term development advice.
Review Committee
Professional review of methodology, representativeness, evidence completeness and conclusions.
Secretariat / Project Office
Sample maintenance, research production, fact-checking, revision management and publication.
Research Team
Case research, industry-belt studies, data, methodology and editorial production.
Partners
Joint research and professional cooperation displayed only after formal confirmation.
CONTACT
Contact the Research Centre
Research cooperation, enterprise cases, regional fieldwork, seminars, talent development, publishing and database development.
ORGANIZING UNITBrand Globalization Research Centre (ASEAN), Communication University of Chinadingjian.liu@cucasean.org
For authorized researchers; public research remains freely accessible.