One of the most established and prestigious traditions in the conferences organized by the World Branding Federation is the selection of the “Branding Figure of the Year.” This title carries significant international recognition, awarded to individuals who have made meaningful theoretical, research-driven, or practical contributions to the field of branding. It is more than an award; it is a formal acknowledgment by the global branding community of the honoree’s innovation, influence, and intellectual contribution.

This tradition began in the year 2000 and has since been held across five editions. Each edition is structured as a rigorous, multi-layered, and highly competitive process. Following the publication of the international call for papers, scholars, university professors, branding specialists, organizational leaders, and strategic consultants from around the world submit their work. In the first stage, the top 100 submissions are selected from among hundreds—sometimes thousands—of entries. During the second stage, these works undergo an additional round of detailed evaluation by the international scientific committee and judging panel, narrowing the list to the top 35 finalists. In the final stage, one paper or theory—demonstrating the highest level of innovation, alignment with the Federation’s annual thematic focus, and potential impact on the branding discipline—is chosen as the winner.