1. internal elements and factors

Internal elements and factors refer to all aspects that the brand itself needs to consider and control when conducting sales certification, including the following aspects:

Brand positioning

Brand positioning refers to the position and image of the brand in the target market, which determines the core value of the brand, the target audience, the differentiation advantage and so on. Brand positioning is the basis for sales certification, because it affects the brand's sales goals, sales strategies, sales channels, etc. A clear, accurate and unique brand positioning can help the brand stand out in the market and improve the success rate of sales certification.

For example, Champ Consulting once certified sales for a brand that focused on high-end women's skin care products. The brand is positioned as "efficient, safe and luxurious" skin care experts, targeting urban women with high income, high education and high requirements. Through the analysis of this positioning, Shangpu Consulting helped the brand to formulate corresponding sales targets (such as annual sales, market share, etc.), sales strategies (such as product innovation, channel expansion, price strategy, etc.), sales channels (such as counters, e-commerce, social media, etc.). When conducting sales certification, the brand can choose the appropriate certification body (such as authoritative beauty magazines or websites), certification methods (such as data analysis or consumer surveys), and certification standards (such as sales or market share, etc.) according to its own positioning, thereby enhancing the credibility and influence of certification.

Brand Strategy

Brand strategy refers to a series of action plans taken by a brand to achieve its positioning and goals, which covers product strategy, price strategy, promotion strategy, distribution strategy, etc. Brand strategy is the key to sales certification, because it directly affects the sales performance and market share of the brand. An effective, flexible and innovative brand strategy can help brands adapt to market changes and improve the level of sales certification.

For example, Champ Consulting once certified sales for a brand focused on children's education. The brand's strategy is to meet children and parents of different ages, needs and interests by providing diversified, personalized and interactive educational products and services. Through the analysis of this strategy, Shangpu Consulting helped the brand optimize its product line (such as adding online courses, parent-child activities, etc.), price strategy (such as adopting membership system, package discount, etc.), promotion strategy (such as holding experience activities, launching word-of-mouth marketing, etc.), and distribution strategy (such as establishing a channel network combining online and offline, etc.). In the sales certification, the brand can show its sales performance and market share in various market segments according to its own strategy, thus improving the comprehensiveness and professionalism of the certification.

brand communication

Brand communication refers to the process in which a brand conveys its value proposition, image characteristics, product characteristics and other information to the target audience through various ways, including advertising, public relations, word-of-mouth, social media and so on. Brand communication is the support of sales certification, because it affects the brand's popularity, reputation, loyalty and so on. A targeted, creative and interactive brand communication can help the brand establish and maintain a good brand image and improve the effect of sales certification.

For example, Champ Consulting once certified sales for a brand focused on healthy eating. The spread of the brand is to convey to consumers the nutritional value, taste enjoyment, lifestyle and other information of its products by creating the image of "healthy eating experts. Through the analysis of the communication, Champ Consulting helped the brand choose the appropriate communication channels (such as health magazines or websites, social media platforms, etc.), communication content (such as product introduction, nutrition knowledge, consumer evaluation, etc.), communication methods (such as illustrations, video display, interactive question and answer, etc.). In the sales certification, the brand can prove its popularity and reputation in the target market according to its own communication, thus improving the credibility and influence of the certification.

Brand Management

Brand management refers to a series of activities carried out by a brand to maintain and enhance its value and competitiveness, which involves brand planning, brand monitoring, brand evaluation, brand improvement and so on. Brand management is the guarantee of sales certification, because it affects the stability and continuity of the brand. A systematic, scientific and standardized brand management can help brands find and solve problems in time and improve the quality of sales certification.

For example, Champ Consulting once certified sales for a brand focused on outdoor sports equipment. The management of the brand is through the establishment of a sound brand planning system, including the brand vision, mission, objectives, strategy, etc., and its regular monitoring and evaluation, as well as according to market feedback and internal and external factors to adjust and improve. Through the analysis of the management, Shangpu Consulting helped the brand to establish an effective brand monitoring and evaluation system, including brand knowledge, brand attitude, brand behavior and other indicators, and put forward some improvement suggestions, such as increasing product innovation, improving service quality, strengthening social responsibility and so on. When conducting sales certification, the brand can demonstrate its long-term and short-term sales performance and market share according to its own management, thereby improving the reliability and continuity of certification.

2. external elements and factors

External factors and factors refer to all aspects of the market environment that the brand needs to pay attention to and respond to when conducting sales certification, mainly including the following aspects:

market environment

市场环境是指影响品牌销售业绩和市场占有率的各种外部因素，如政治、经济、社会、技术、法律、生态等。市场环境是进行销量认证的背景，因为它决定了品牌所面临的机遇和挑战。一个稳定、繁荣、开放的市场环境，可以帮助品牌获得更多的销售机会，提升销量认证的水平。

For example, Champ Consulting once certified sales for a brand focused on smart home. The market environment of the brand is very favorable, because the government supports technological innovation and consumption upgrades, economic growth has driven consumers' demand for smart homes, society tends to pursue a convenient and comfortable lifestyle, and technological development provides more The law protects the intellectual property rights and user privacy of smart homes, and the ecology advocates energy-saving and environmentally friendly smart home products. Through the analysis of the market environment, Shangpu Consulting helped the brand grasp market opportunities, such as expanding market scale, increasing market share, increasing market influence, etc., and responded to market challenges, such as strengthening product safety, improving product quality, and optimizing Product design, etc. In the sales certification, the brand can explain the rationality and sustainability of its sales performance and market share according to its own market environment, thus improving the objectivity and adaptability of the certification.

consumer behavior

Consumer behavior refers to the various behavioral characteristics, such as demand, preference, motivation, attitude, satisfaction and so on, which affect the sales performance and market share of the brand. Consumer behavior is the basis for sales certification because it reflects the popularity and loyalty of the brand in the target market. A clear, accurate and comprehensive understanding of consumer behavior can help brands better meet consumer needs and improve the effectiveness of sales certification.

For example, Champ Consulting once certified sales for a brand focused on fashion apparel. The consumer behavior faced by the brand is very complex and changeable, because consumers' demand and preference for fashion clothing are affected by personal, social, cultural and other factors, and change with time, occasion, mood and so on. Through the analysis of the consumer behavior, Shangpu Consulting helps the brand to understand the consumer's purchase motivation (such as pursuing individuality, showing identity, adapting to occasions, etc.), purchase attitude (such as brand recognition, emotion, behavior, etc.), purchase satisfaction (such as product quality, price, service evaluation and feedback, etc.), and puts forward some improvement suggestions, such as increasing product diversity, improving product design, and enhancing service experience. When conducting sales certification, the brand can demonstrate its advantages in meeting and exceeding consumer needs based on the consumer behavior it knows, thereby improving the authenticity and effectiveness of certification.

Competitors

Competitors are other brands that compete with the brand for sales performance and market share in the same market. They may be direct competitors (such as brands that provide the same or similar products or services) or indirect competitors (such as brands that provide different but alternative or complementary products or services). Competitors are the reference for sales certification because they determine the relative strengths and weaknesses of the brand in the market. A full, reasonable and objective comparison of competitors can help brands highlight their differentiation advantages and improve the level of sales certification.

For example, Champ Consulting once certified sales for a brand that focused on auto parts. The brand faces many and powerful competitors, including well-known brands and emerging brands at home and abroad, which have their own advantages and disadvantages in terms of product quality, price level, service quality, brand image and so on. Through the analysis of the competitor, Shangpu Consulting helped the brand identify its core competitiveness (such as product innovation, technology leadership, customer trust, etc.), competitive advantages (such as product performance, reasonable price, considerate service, etc.), competitive disadvantages (such as product type, brand awareness, market coverage, etc.), and put forward some improvement suggestions, such as increasing product lines, improving brand promotion, expanding market channels, etc. In the sales certification, the brand can show its dominant position and competitiveness in the market according to the comparison between itself and its competitors, thus improving the power and persuasiveness of the certification.

Certification Body

Certification bodies refer to third-party organizations that provide sales certification services for brands. They may be professional market research institutions (such as Nielsen, Analysys, etc.), authoritative industry associations or organizations (such as China Association of Automobile Manufacturers, China Household Appliances Association, etc.), well-known media or platforms (such as CCTV, Sina, etc.). The certification body is the partner for sales volume certification because it determines the method and standard of sales volume certification. A professional, authoritative and impartial certification body can help brands gain more trust and recognition and improve the level of sales certification.

For example, Champ Consulting once certified sales for a brand focused on jewelry. The certification body chosen by the brand is the China Jewelry and Jade Jewelry Industry Association, which is the authority of the jewelry industry and has a wealth of industry data and expertise to provide accurate and reliable sales certification services for the brand. By working with the certification body, Champ Consulting helped the brand determine the appropriate certification methods (e. g., data analysis or sampling), certification criteria (e. g., sales or market share), certification cycle (e. g., quarterly or annual), and certification reports (e. g., content format, release method, etc.). In the sales certification, the brand can obtain its professional and authoritative certification results and evaluation according to the certification body of its choice, thus improving the authority and credibility of the certification.

3. Conclusion

In summary, brand sales certification is an important brand evaluation method, which can help brands enhance their reputation, enhance their competitiveness, and attract consumers and partners. The process of brand sales certification involves multiple elements and factors, including internal elements and factors (such as brand positioning, brand strategy, brand communication, brand management, etc.) and external elements and factors (such as market environment, consumer behavior, competitors, certification bodies, etc.). When a brand conducts sales certification, it needs to fully consider and control these elements and factors to improve the level and effect of sales certification. As a professional brand consulting company, Shangpu Consulting can provide a full range of sales certification services for brands, including analysis, planning, execution, evaluation, etc., to help brands achieve their sales certification goals and visions.