1. Introduction

Brand is one of the core assets of an enterprise. It is a unique and differentiated logo and image formed by the enterprise in the market. It is the link between the enterprise and the consumer to establish trust and loyalty. Brand management refers to the systematic planning and implementation of brand positioning, design, communication and maintenance to enhance the core assets such as brand awareness, reputation, loyalty and association, so as to enhance the competitiveness and profitability of enterprises.

In today's market economy, brand management is facing more and more challenges and opportunities. On the one hand, the market competition is becoming increasingly fierce, the consumer demand is increasingly diversified, and the phenomenon of product homogeneity is widespread, which makes it difficult for enterprises to obtain sustainable competitive advantage through the product itself. On the other hand, technological progress, information explosion, social change and other factors have created more channels and platforms for brand innovation and dissemination for enterprises, and also provided consumers with more ways and means to obtain and evaluate brand information.

Therefore, how to effectively carry out brand management has become an indispensable part of the enterprise development strategy. However, in practice, enterprises often lack objective, accurate and timely understanding of their own brand status and market feedback, resulting in the inability to formulate brand strategies that meet market demand and consumer preferences, and to evaluate the effectiveness and efficiency of their own brand management. Therefore, it is necessary to have a scientific and reasonable, authoritative and fair, and easy-to-operate evaluation system to help companies conduct a comprehensive diagnosis and optimization of their own brands and effectively compare them with other competitors. This is the brand sales certification consulting to solve the problem.

Brand sales certification consulting is an evaluation system based on brand sales, which aims to objectively, fairly and scientifically reflect the brand's performance in the market and consumer recognition. Through the statistical analysis of the sales of each brand in different industries, different regions and different time periods, and combined with relevant industry data and expert opinions, the share, ranking, growth rate and other indicators of each brand in each market segment are given, and the corresponding rating and honorary title are given according to these indicators, so as to provide a reliable brand reference for enterprises and consumers.

This paper systematically analyzes the significance, principle, method and practice of brand sales certification consulting, discusses the successful elements and key factors of brand sales certification consulting, and provides guidance and suggestions for brand sales certification consulting for enterprises. Taking Shangpu Consulting Company as an example, this paper introduces its professional experience and advantages in the field of brand sales certification consulting, as well as the case of brand sales certification consulting services provided to some customers, showing the actual effect and value of brand sales certification consulting.

The significance of 2. brand sales certification consulting

The significance of brand sales certification consulting is mainly reflected in the following aspects:

(1) For enterprises, brand sales certification consulting can help enterprises understand the market position and competitiveness of their own brands, evaluate the effects and problems of their own brand management, and provide basis and guidance for enterprises to formulate brand strategies and marketing strategies. At the same time, brand sales certification consulting can also enhance the brand image and reputation of enterprises, enhance the market influence and voice of enterprises, and create favorable conditions for enterprises to expand the market and attract investment.

(2) For consumers, brand sales certification consultation can help consumers understand the market performance and consumer reputation of each brand, and provide reference and suggestions for consumers to make purchase decisions. At the same time, brand sales certification consulting can also protect the legitimate rights and interests of consumers, avoid consumers from being affected by false propaganda and bad competition, and enhance consumers' confidence and satisfaction.

(3) For the industry, brand sales certification consulting can help the industry understand the market dynamics and development trends of each brand, and provide data support and professional advice for the industry to formulate plans and policies. At the same time, brand sales certification consulting can also promote healthy competition and cooperation in the industry, promote the innovation, development, transformation and upgrading of the industry, and enhance the overall level and international competitiveness of the industry.

The principle of 3. brand sales certification consulting

The principle of brand sales certification consulting is based on the following assumptions:

(1) Brand sales are one of the most direct, objective and quantifiable indicators reflecting brand market performance and consumer recognition. The higher the brand sales, the more popular the brand is in the market, the more consumers have confidence in the brand.

(2) Brand sales are affected by a variety of factors, including internal factors such as product quality, price, function, service, channel, and publicity, as well as external factors such as market demand, competitive environment, policies and regulations, and social culture.

(3) Brand sales are affected by a variety of factors, including internal factors such as product quality, price, function, service, channel, and publicity, as well as external factors such as market demand, competitive environment, policies and regulations, and social culture. Therefore, brand sales certification consulting needs to comprehensively consider and weigh various factors to ensure the fairness and rationality of the evaluation results.

(4) There are differences and changes in brand sales in different industries, different regions and different time periods. Therefore, brand sales certification consulting needs to select appropriate evaluation scope and standards according to different evaluation purposes and objects to ensure the pertinence and effectiveness of evaluation results.

4. Brand Sales Certification Consulting Method

Brand sales certification consulting methods include the following steps:

(1) Determine the purpose and object of the evaluation. According to the needs of enterprises or industries, clear the purpose and significance of brand sales certification consulting, as well as the scope and category of brands to be evaluated.

(2) Collection and collation of data. Through various channels and methods, collect and organize the sales data of each brand, including total sales, category sales, regional sales, time period sales, etc., and carry out data cleaning and verification to ensure the authenticity and accuracy of the data.

(3) Analysis and calculation of indicators. Based on the data, analyze and calculate the share, ranking, growth rate and other indicators of each brand in each market segment, and normalize and standardize the data to facilitate data comparison and analysis.

(4) Evaluation and rating. According to the indicators, each brand is comprehensively evaluated and rated, the corresponding evaluation results and evaluation reports are given, and according to the evaluation results, each brand is given the corresponding honorary title and certificate.

(5) Publication and dissemination. The evaluation results and evaluation reports will be published and disseminated to enterprises and consumers through various media and platforms, and feedback and suggestions from all parties will be accepted to improve the transparency and credibility of the evaluation.

Practice of 5. Brand Sales Certification Consulting

Shangpu consulting company is a professional brand sales certification consulting company, with many years of brand sales certification consulting experience and advantages, for many enterprises and industries to provide brand sales certification consulting services and support. The following are cases of brand sales certification consulting services provided by Shangpu Consulting Company for some customers:

(1) a household electrical appliance enterprise. The company is a professional manufacturer and sales of home appliances, with multiple brands and product lines, covering TVs, refrigerators, washing machines, air conditioners and other categories. The company hopes to understand the market position and competitiveness of its own brand in various categories and regions through brand sales certification consulting, evaluate the effects and problems of its own brand management, and provide basis and guidance for its own brand strategy and marketing strategy.

Shangpu Consulting provided brand sales certification consulting services for the enterprise, analyzed and calculated the brand sales indicators of the enterprise in various categories and regions by collecting and collating the sales data of the enterprise and its competitors, and conducted a comprehensive evaluation and rating of the enterprise's brand. The evaluation results show that the enterprise ranks first in the market in the three categories of TV, refrigerator and washing machine, with high market share and growth rate, good brand image and reputation, and remarkable brand management effect. In the air-conditioning category, the company ranks third in the market, with low market share and growth rate, average brand image and reputation, and problems in brand management. According to the evaluation results, Shangpu Consulting Company put forward corresponding brand strategy and marketing strategy suggestions and plans for the enterprise, including how to consolidate and enhance the existing brand advantages, how to improve and enhance the brand situation to be improved, how to innovate and expand new brand opportunities, etc. The company expressed a high degree of satisfaction and appreciation for the brand sales certification consulting service of Shangpu Consulting Company, and achieved good results in the follow-up brand management.

(2) a clothing industry association. The association is an industry organization that represents the interests and development of the apparel industry. It has multiple member companies, covering multiple links such as apparel design, production, and sales. The association hopes to understand the market dynamics and development trends of the apparel industry through brand sales certification consulting, and provide data support and professional advice for the apparel industry to formulate plans and policies. At the same time, it also hopes to promote healthy competition in the apparel industry through brand sales certification consulting And cooperation to promote the innovative development, transformation and upgrading of the apparel industry.

Shangpu Consulting Company provides brand sales certification consulting services for the association. By collecting and sorting out sales data of the clothing industry, it analyzes and calculates the overall and market segment brand sales indicators of the clothing industry, and conducts a comprehensive evaluation and rating of the brands in the clothing industry. The evaluation results show that the apparel industry as a whole is showing a steady and rising development trend, market demand and consumer preferences are constantly changing, brand competition is becoming increasingly fierce, and brand innovation and transformation have become the main driving force of the industry. In the market segment, men's clothing, women's clothing, children's clothing, sportswear and other categories have obvious brand leaders and excellent brands, brand sales and brand image show a positive correlation, brand management level and brand efficiency show a positive correlation. According to the evaluation results, Shangpu Consulting Company put forward corresponding industry planning and policy suggestions and plans for the association, including how to guide and support brand building and brand management in the clothing industry, how to cultivate and support brand innovation and brand transformation in the clothing industry, and how to promote and protect brand fairness and brand credit in the clothing industry. The association expressed high recognition and gratitude to the brand sales certification consulting service of Shangpu Consulting Company, and achieved good results in the subsequent development of the industry.

6. Conclusion

Brand sales certification consulting is an evaluation system based on brand sales, which aims to objectively, fairly and scientifically reflect the brand's performance in the market and consumer recognition. Brand sales certification consulting is of great significance to enterprises, consumers and industries, and can help all parties understand the market situation of brands.