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:

Issue a certification press release on the mainstream media to introduce the background, process and results of the brand's sales certification, highlighting the brand's leading position and outstanding performance in the Chinese market.

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.

Through the professional services of Shangpu Consulting, the brand successfully completed a high-level brand sales certification activity and achieved remarkable results. According to the follow-up evaluation report of Shangpu consulting, the activity not only improved the brand's popularity and reputation in the Chinese market, but also promoted the growth of the brand's sales and market share in the Chinese market. At the same time, the event also stimulated the brand's enthusiasm in product innovation and service improvement, and improved the brand's competitiveness and profitability in the Chinese market.

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

A domestic clothing brand is a young enterprise founded in the past ten years, mainly20-35The age of urban white-collar groups, providing fashionable, comfortable and practical clothing products. The brand has a good momentum of development in the domestic market, but also faces fierce competition from similar brands. In order to enhance its popularity and influence in the domestic market, the brand decided to carry out a large-scale brand sales certification activities.

The brand did not entrust a professional consulting agency, but planned and implemented its own brand sales certification activities. The activities include the following aspects:

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, name, and the certification body'slogo, name, and data on the brand's sales and market share in the domestic market. The certification certificate not only can not show the strength and status of the brand, but also can not attract the attention and interest of consumers.

To carry out a single channel of certification publicity. The brand did not develop a comprehensive and targeted certification promotion strategy, but only published a short and plain certification press release on its official website, introducing the results of the brand's sales certification, but did not highlight the brand's leading position and excellent performance in the domestic market. The brand did not carry out any form of certification promotion on other media or channels, nor did it carry out any form of interactive activities or award ceremony, resulting in the lack of influence and communication power of the activity.

Due to the lack of professional guidance and services, the brand carried out a low-level brand sales certification activities, failed to achieve the desired results. According to the follow-up evaluation report of the activity conducted by Champ Consulting, the activity not only failed to improve the brand's popularity and reputation in the domestic market, but also caused consumers to question and distrust the brand and certification agencies. At the same time, the activity also affected the sales and market share of the brand in the domestic market to a certain extent, reducing the competitiveness and profitability of the brand in the domestic market.

Conclusion:

By comparing and analyzing the cases of two brand sales certification, we can draw the following conclusions:

Brand sales certification is an effective marketing tool that can enhance brand reputation and influence, increase market share and profit margin.

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.

Brand sales certification needs to develop appropriate certification standards, produce high-quality certification certificates, carry out multi-channel certification publicity, and carry out effective interactive activities and award ceremonies.

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.