Brand sales certification is a way to verify and announce the sales or market share of a brand through a third-party organization, aiming to enhance the reputation and influence of the brand. In today's fierce market competition and consumer information overload environment, brand sales certification can be used as an effective marketing tool to help brands establish authority, reliability and superiority, thereby attracting and retaining consumers, increasing market share and profit margins.

However, not all of the brand sales certification can achieve the desired results, some even backfire, damage the brand's image and reputation. Therefore, brand sales certification needs to be carefully planned and executed to avoid possible risks and challenges. This paper will discuss the advantages and risks of brand sales certification and how to formulate an effective brand sales certification strategy by analyzing the cases of two brand sales certification served by Champ Consulting.

Case 1: Successful brand sales certification-an international cosmetics brand

An international cosmetics brand is a well-known enterprise with a century-old history and many loyal consumers around the world. The brand also has a high reputation and reputation in the Chinese market, but it is facing strong challenges from domestic and foreign competitors. In order to consolidate its leading position in the Chinese market, the brand decided to conduct a comprehensive and powerful brand sales certification activities.

The brand entrusts Champ Consulting as its exclusive partner, responsible for the planning, implementation and supervision of brand sales certification. According to the brand's goals, positioning, competitive environment, consumer demand and expectations and other factors, Shangpu Consulting has developed a comprehensive brand sales certification program, including the following aspects:

Select the appropriate certification body. Shangpu Consulting has chosen a third-party data organization with international credibility, professional level and industry experience as the authoritative organization for brand sales certification. The agency is responsible for comprehensive, accurate and timely data collection, analysis and release of the brand's sales and market share in the Chinese market.

Set reasonable certification standards. Together with the brand and the certification body, Shangpu Consulting has determined a set of certification standards in line with international practices, industry norms and market reality, including certification scope, time period, data sources, calculation methods, etc. These standards can not only reflect the advantages and characteristics of the brand, but also ensure the objectivity and impartiality of the certification.

Production of high quality certification. Champu Consulting has designed a certification certificate with visual impact and recognition for the brand, which is printed with the brand'slogo, name, slogan, and the certification body'slogo, name, signature and date, as well as data on the brand's sales and market share in the Chinese market. The certification is not only an important achievement of the brand sales certification, but also an important tool for the brand to show its strength and status.

Carry out multi-channel certification publicity. Champ Consulting has developed a comprehensive and targeted certification promotion strategy for the brand, including the following aspects:

在主流媒体上发布认证新闻稿，介绍该品牌销量认证的背景、过程和结果，突出该品牌在中国市场的领先地位和优异表现。

The certification certificate is displayed on the online and offline channels, so that consumers can see and feel the authority and reliability of the brand when buying or using the brand's products.

Carry out interactive activities on social media, invite consumers to share their experiences and feelings about using the brand's products, as well as their views and suggestions on the brand's sales certification, so as to increase consumers' trust and goodwill towards the brand.

The certification award ceremony is held on important occasions, industry leaders, experts, media, partners, etc. are invited to attend, and some loyal consumers are invited as witnesses to issue certification certificates to the brand, and express their speeches and blessings to enhance the brand's image And reputation.

通过尚普咨询的专业服务，该品牌成功地完成了一次高水平的品牌销量认证活动，取得了显著的效果。根据尚普咨询的后续评估报告显示，该活动不仅提高了该品牌在中国市场的知名度和口碑，还促进了该品牌在中国市场的销售额和市场份额的增长。同时，该活动也激发了该品牌在产品创新和服务改进方面的积极性，提高了该品牌在中国市场的竞争力和盈利。

Case 2: failed brand sales certification-a domestic clothing brand

某国内服装品牌是一家创立于近十年的年轻企业，主要面向20-35岁的都市白领群体，提供时尚、舒适、实用的服装产品。该品牌在国内市场有着不错的发展势头，但也面临着来自同类品牌的激烈竞争。为了提升其在国内市场的知名度和影响力，该品牌决定进行一次大规模的品牌销量认证活动。

该品牌没有委托专业的咨询机构，而是自行策划和执行了品牌销量认证活动。该活动包括以下几个方面：

Choose a less suitable certification body. The brand chose a relatively unfamiliar, lack of professionalism and credibility of the third-party data institutions, as the brand sales certification authority. The agency is responsible for collecting, analyzing and publishing data on the sales and market share of the brand in the domestic market.

Setting less-than-reasonable certification standards. The brand did not work with the certification body to determine a set of certification standards in line with international practices, industry norms and market reality, but unilaterally developed a set of certification standards that are in their favor, including certification scope, time period, data sources, calculation methods, etc. These standards can neither reflect the brand's strengths and characteristics, nor guarantee the objectivity and impartiality of certification.

Production of low-quality certification. The brand did not design a certification certificate with visual impact and recognition for itself, but used a simple and plain certification certificate with only the brand'slogo、名称，以及认证机构的logo、名称，以及该品牌在国内市场的销售额和市场份额等数据。该认证证书不仅不能展示该品牌的实力和地位，也不能吸引消费者的注意和兴趣。

开展单一渠道的认证宣传。该品牌没有制定一套全面而有针对性的认证宣传策略，而是只在自己的官方网站上发布了一篇简短而平淡的认证新闻稿，介绍了该品牌销量认证的结果，但没有突出该品牌在国内市场的领先地位和优异表现。该品牌没有在其他媒体或渠道上进行任何形式的认证宣传，也没有开展任何形式的互动活动或颁奖仪式，导致该活动缺乏影响力和传播力。

由于缺乏专业的指导和服务，该品牌进行了一次低水平的品牌销量认证活动，未能取得预期的效果。根据尚普咨询对该活动进行的后续评估报告显示，该活动不仅没有提高该品牌在国内市场的知名度和口碑，反而引发了消费者对该品牌和认证机构的质疑和不信任。同时，该活动也让该品牌在国内市场的销售额和市场份额受到了一定程度的影响，降低了该品牌在国内市场的竞争力和盈利能力。

Conclusion:

通过对比分析两个品牌销量认证的案例，我们可以得出以下几点结论：

品牌销量认证是一种有效的营销手段，可以提升品牌的信誉和影响力，增加市场份额和利润率。

Brand sales certification needs to consider factors such as brand goals, positioning, competitive environment, consumer needs and expectations, as well as the professionalism, fairness and credibility of certification agencies.

品牌销量认证需要制定合适的认证标准，制作高质量的认证证书，开展多渠道的认证宣传，以及开展有效的互动活动和颁奖仪式。

Brand sales certification needs to entrust professional consulting agencies, such as Shangpu Consulting, to provide professional planning, implementation and supervision services to ensure the high level and efficiency of brand sales certification activities.