Thanks for your additional explanation. If you want to match the Variation Sku (column G) with the Master Sku (column A), I assume that you want to use wildcards because some of your variations (e.g. BER-92-MP-002) might slightly differ from column A (e.g. "xxxBER-92-MP-002xxx"), that is why you wanted to look for:
"*"&"BER-92-MP-002"&"*"
Assuming this is correct, then you can use an Array formula to look for the Row number where the match occurs, e.g. cell E2 (Ctrl+Shift+Enter):
=MAX(IFERROR(IF(FIND(G2,$A$2:$A$9),ROW($A$2:$A$9)),0))
Then your Flag can be retrieved as follows (cell F2):
=IF(E2,INDEX($B$1:$B$9,E2))
Screenshot with the final result:
I hope it helps & apologies if I misunderstood your original request. Happy to adjust both formulas if necessary (you can post additional screenshots by editing your original post).
Adjusted:
Assuming that your search string always starts with "SKU" and is followed by "-" symbol and one additional string (e.g. SKU-BLUE), you can use the following formula in cell F2:
=IFERROR(MATCH(MID(H2,FIND("SKU-",H2),FIND("-",MID(H2,FIND("SKU-",H2),100),5)-1),$A$1:$A$5,0),0)
Formulas in column G are the same as in my previous post. Final result:
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