Brand sales certification is a way to verify and publish the sales, share, ranking and other data of the brand in the market through a third-party organization, aiming to prove the market position and competitiveness of the brand and enhance the brand's popularity and trust. In today's era when consumers pay more and more attention to the story and value behind the brand, brand sales certification can effectively convey the advantages and characteristics of the brand, and enhance the sense of identity and loyalty of consumers.

However, many brands do not make full use of this opportunity to show their strength and charm, but only pay attention to their own data and certificates, ignoring the communication and cooperation with other relevant parties involved in the certification process, such as certification bodies, channel providers, consumers, etc. Doing so will not only reduce the credibility and persuasiveness of the certification results, but also may cause dissatisfaction, doubt, and even opposition from relevant parties, resulting in a greatly reduced certification effect, or even counterproductive.

In order to avoid these problems, the brand should follow the communication theory and the principle of cooperation, establish a good communication and cooperation relationship, so that the certification results no longer unilaterally reflect the brand's own data, but comprehensively reflect the interaction and win-win between the brand and the relevant parties.

Communication theory is a discipline that studies the phenomenon of information transmission, understanding and feedback in the process of interpersonal communication. According to communication theory, effective communication needs to meet the following four conditions:

Information source: The information source refers to the party sending the information, that is, the brand itself. Information sources should clearly identify what information they want to convey and why they want to convey it. The information source should choose the appropriate information content, form, channel and other ways according to the characteristics, needs and expectations of the party receiving the information, that is, the relevant parties, in order to improve the efficiency and effect of information transmission.

Information coding: Information coding refers to the process of converting information into symbols or signals that can be transmitted and received. Information coding should ensure the accuracy, completeness, consistency and comprehensibility of information, and avoid ambiguity, distortion, confusion and misunderstanding of information. Information coding should take into account the culture, language, habits and other differences of the relevant parties, and use appropriate vocabulary, tone, expression, gestures and other ways to enhance the affinity and attractiveness of the information.

Information transfer: Information transfer refers to the process of sending information from an information source to an information receiver. Information transmission should choose the appropriate time, place, occasion and media to ensure the timeliness, effectiveness and security of information. Information transmission should pay attention to the response and feedback of relevant parties, and adjust the content and method of information in time to ensure the continuity and consistency of information.

Information decoding: Information decoding refers to the process of converting received symbols or signals into information that can be understood and used. Information decoding should respect the subjective will and objective ability of the relevant parties, do not impose their own views and judgments, do not make too many explanations and inferences, and do not make unnecessary criticisms and evaluations. Information decoding should give sufficient time and space to relevant parties, and encourage relevant parties to put forward questions and suggestions to promote information sharing and exchange.

The cooperative principle is a kind of norm to describe the reasonable behavior in interpersonal communication proposed by the linguist Grice. The principle of cooperation believes that effective communication needs to follow the following four guidelines:

真实准则：指说话者应该说真话，不说假话、不说没有根据的话、不说自己不相信的话。在品牌销量认证中，品牌应该提供真实、准确、可靠的数据和证据，不夸大、不隐瞒、不造假，以赢得相关方的信任和尊重。

量准则：指说话者应该说适量的话，不说太多也不说太少。在品牌销量认证中，品牌应该提供充分、必要、有用的数据和信息，不冗余、不缺失、不无关，以满足相关方的需求和期望。

Relevance criterion: means that the speaker should say something relevant, not irrelevant or off-topic. In the brand sales certification, the brand should provide data and information related to the certification theme, goals, background, etc., without deviation, confusion, and misleading, so as to maintain the attention and interest of relevant parties.

Mode guidelines: means that the speaker should say the appropriate words, not vague or ambiguous words. In the brand sales certification, the brand should provide clear, clear and easy-to-understand data and information, which is not vague, ambiguous and complex, so as to facilitate the understanding and use of relevant parties.

Following the communication theory and the principle of cooperation, the brand can establish a good communication and cooperation relationship, so that the certification results are more objective, fair and authoritative. Let's take a look at how these strategies and methods are applied in practice, taking into account the specific cases of Champ Consulting Services clients.

案例一：某知名化妆品品牌想要进行销量认证，以证明自己在市场上占据领先地位。然而，在进行认证前，品牌并没有与认证机构进行充分沟通和协商，导致认证标准、方法、范围等存在很多分歧和争议。认证机构认为品牌提供的数据来源不够权威和全面，只包括了自己的官方网站和部分线上平台的销售数据，没有考虑到线下渠道和其他第三方平台的销售数据。品牌则认为自己提供的数据已经足够反映自己的市场表现，而且线下渠道和其他第三方平台的数据难以获取和核实，不利于认证的顺利进行。双方在这一问题上争执不下，导致认证进程受阻，甚至影响了双方的合作关系。

In this case, Champ Consulting, as a consultant for the brand, intervenes in the certification process to help the brand communicate and cooperate effectively with the certification body. Champ Consulting first helps brands clarify the message and goals they want to convey, that is, to prove their leading position in the cosmetics market, and to enhance their brand image and reputation. Then, Shangpu Consulting helps the brand choose the appropriate information content, form, channel and other ways to improve the efficiency and effect of information transmission. Specifically, Champ Consulting recommends brands:

在信息内容上，不仅提供自己的销售数据，还提供与同类品牌的销售数据进行对比和分析，以突出自己的优势和特色；

In the form of information, not only numbers and words, but also visual elements such as charts and pictures are provided to enhance the visualization and intuitiveness of information;

In terms of information channels, we not only use our own media such as official websites and social media, but also use paid media such as press conferences and report conferences, and win media such as sponsored activities and public welfare projects to expand the coverage and influence of information.

Shangpu Consulting also helps brands and certification agencies to carry out effective information coding, transmission, decoding and other processes to ensure the accuracy, completeness, consistency and understandability of information, and avoid ambiguity, distortion, confusion and misunderstanding of information. Specifically, Champ Consulting recommends brands:

In information coding, professional, standardized and unified data sources, methods and standards are used to ensure the authority and objectivity of information;

In terms of information transmission, select the appropriate time, place, occasion and media to ensure the timeliness, effectiveness and safety of information;

In information decoding, respect the subjective will and objective ability of the certification body, do not impose their own views and judgments, do not do too much explanation and inference, do not do unnecessary criticism and evaluation.

Finally, Champ Consulting also helps brands to follow the principles of cooperation in terms of truth, quantity, association and manner, making the certification results more credible and convincing. Specifically, Champ Consulting recommends brands:

In the true guidelines, provide true, accurate and reliable data and evidence, not exaggerated, not concealed, not false, in order to win the trust and respect of certification bodies;

在量准则上，提供充分、必要、有用的数据和信息，不冗余、不缺失、不无关，以满足认证机构的需求和期望；

In the association criteria, provide data and information related to the certification subject, target, background, etc., without deviation, confusion, and misleading, so as to maintain the attention and interest of the certification body;

In the way of guidelines, provide clear, clear, easy to understand the data and information, not vague, not ambiguous, not complex, in order to facilitate the understanding and use of certification bodies.

Through the help of Shangpu Consulting, the brand has established a good communication and cooperation relationship with the certification body, successfully completed the sales certification, and has been highly praised and recommend by the certification body. The sales certification results of the brand have also been widely disseminated and recognized, enhancing the brand's image and reputation.

案例二：某知名服装品牌想要进行销量认证，以证明自己在市场上具有创新力和影响力。然而，在进行认证后，品牌并没有与渠道商进行充分沟通和协作，导致渠道商对认证结果感到不满和怀疑。渠道商认为品牌在认证过程中没有充分考虑到渠道商的贡献和利益，没有与渠道商分享数据和信息，没有与渠道商协商认证结果的发布和推广方式，没有给予渠道商足够的支持和奖励。渠道商觉得自己被品牌忽视和利用，对品牌产生了反感和抵制，甚至拒绝销售品牌的产品，导致品牌的销量下降。

In this case, Champ Consulting, as a consultant of the brand, intervened in the follow-up work of certification to help the brand communicate and cooperate effectively with the channel providers. Champ Consulting first helps brands clarify the message and goals they want to convey, that is, to prove that they have innovation and influence in the clothing market, and to enhance their brand loyalty and reputation. Then, Shangpu Consulting helps the brand choose the appropriate information content, form, channel and other ways to improve the efficiency and effect of information transmission. Specifically, Champ Consulting recommends brands:

In terms of information content, it not only provides its own sales data, but also provides cooperation data with channel providers to express gratitude and praise to channel providers;

In the form of information, it not only provides digital and text, but also provides multimedia elements such as video and audio to show the cooperation process and results of brands and channel providers;

In terms of information channels, we not only use our own media such as official websites and social media, but also use cooperative media such as channel websites and social media, and word-of-mouth media such as blogs and forums to increase the credibility and dissemination of information.

Shangpu Consulting also helps brands and channel providers to carry out effective information encoding, transmission, decoding and other processes to ensure the accuracy, completeness, consistency and understandability of information, and avoid ambiguity, distortion, confusion and misunderstanding of information. Specifically, Champ Consulting recommends brands:

In the information coding, the use of friendly, sincere, cooperative tone and attitude, in order to express the channel of respect and trust;

In terms of information transmission, select the appropriate time, place, occasion and media to ensure the timeliness, effectiveness and safety of information;

在信息解码上，尊重渠道商的主观意愿和客观能力，不强加自己的观点和判断，不做过多的解释和推断，不做不必要的批评和评价。

Finally, Champ Consulting also helps brands to follow the principles of cooperation in terms of truth, quantity, association and manner, making the certification results more credible and convincing. Specifically, Champ Consulting recommends brands:

在真实准则上，提供真实、准确、可靠的数据和证据，不夸大、不隐瞒、不造假，以赢得渠道商的信任和尊重；

在量准则上，提供充分、必要、有用的数据和信息，不冗余、不缺失、不无关，以满足渠道商的需求和期望；

在关联准则上，提供与认证主题、目标、背景等有关联的数据和信息，不偏离、不混淆、不误导，以保持渠道商的注意力和兴趣；

在方式准则上，提供清晰、明确、易懂的数据和信息，不模糊、不歧义、不复杂，以便于渠道商的理解和使用。

通过尚普咨询的帮助，品牌与渠道商建立了良好的沟通和合作关系，并得到了渠道商的支持和配合。品牌的销量认证结果也得到了广泛的传播和认可，提升了品牌的忠诚度和口碑。