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 performance of the brand in the market and the degree of consumer recognition of the brand. 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.

Taking Shangpu Consulting Company as an example, this paper introduces the significance, principles, methods and practices of its brand sales certification consulting, evaluates the advantages and disadvantages of its brand sales certification consulting, and puts forward suggestions for improvement. Shangpu Consulting Company is an internationally renowned consulting agency specializing in brand sales certification consulting services. It has rich industry experience and professional team, and provides high-quality brand sales certification consulting services for many of the world's top 500 companies.

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 many factors, including the attributes of the brand itself, changes in the market environment, and differences in consumer behavior. Therefore, it is necessary to divide brand sales into different market segments by stratification, grouping and segmentation, so as to evaluate different brands more pertinently and comparably.

(3) The evaluation of brand sales needs to be combined with relevant industry data and expert opinions in order to conduct a more comprehensive and in-depth analysis and interpretation of the absolute and relative values of brand sales, so as to obtain more valuable and meaningful evaluation results and recommendations.

4. Brand Sales Certification Consulting Method

Brand sales certification consulting methods include the following steps:

(1) Data collection. Data collection is the basis of brand sales certification consulting, but also the most critical part. The purpose of data collection is to obtain sales data of each brand in different market segments, as well as relevant industry data and expert opinions. The main sources of data collection are the following:

Brand self-reported data. This refers to the sales data that each brand voluntarily provides to Champ Consulting, usually reported according to a certain time period (e. g. monthly, quarterly, annual, etc.). The advantages of this kind of data are direct source, wide coverage and timely update, but there are also problems such as authenticity, accuracy and consistency of the data, which need to be verified and verified.

Third party data. This refers to the sales data obtained by Champ Consulting through cooperation with other institutions or platforms, usually according to certain standards and methods for statistics and sampling. The advantages of this kind of data are objective source, scientific method and controllable quality, but there are also problems such as data integrity, representativeness and timeliness, which need to be supplemented and adjusted.

Industry data. This refers to industry data related to brand sales, such as industry size, growth rate, structure, trends, etc., obtained by Shangpu Consulting through the collection and collation of various public or non-public industry reports, research papers, policy documents, etc. The advantages of this kind of data are the authoritative source, rich content and profound significance, but there are also problems in the accessibility, comparability and usability of the data, which need to be screened and transformed.

Expert opinion. This refers to the expert opinions related to brand sales obtained by Shangpu Consulting by inviting and consulting experts and scholars, industry leaders, well-known commentators, etc. in various fields, such as industry analysis, market forecast, brand evaluation, etc. The advantages of this kind of data are professional source, unique point of view and strong suggestions, but there are also problems such as subjectivity, diversity and credibility of the data, which need to be integrated and evaluated.

(2) Data processing. Data processing is the core of brand sales certification consulting, but also the most complex part. The purpose of data processing is to clean, classify, calculate and analyze the collected data in order to obtain the sales indicators of each brand in different market segments, as well as relevant evaluation results and recommendations. The main methods of data processing are as follows:

Data cleaning. This refers to the quality check and error correction of the collected data to eliminate duplication, deletion, abnormality, inconsistency and other problems in the data, and improve the reliability and validity of the data. The methods of data cleaning include data verification, data filling, data elimination, data matching, etc.

Data classification. This refers to classifying and grouping the collected data for analysis and comparison according to different dimensions and standards. The methods of data classification include data division, data aggregation, data mapping, data encoding, etc.

Data calculation. This refers to the mathematical operation and statistical analysis of the collected data in order to obtain the sales indicators of each brand in different market segments, such as sales, share, ranking, growth rate, etc. Data calculation methods include data summation, data averaging, data sorting, and data comparison.

Data analysis. This refers to the logical reasoning and knowledge discovery of the collected data in order to arrive at the evaluation results and recommendations of each brand in different market segments, such as ratings, honors, strengths, weaknesses, etc. The methods of data analysis include data description, data interpretation, data prediction, data suggestion, etc.

(3) Data presentation. Data display is the result of brand sales certification consulting, but also the most important part. The purpose of data display is to present various indicators, results and suggestions obtained from data processing to enterprises and consumers in an intuitive, easy to understand and interesting way, so as to attract their attention and feedback. The main forms of data display are as follows:

Data reporting. This refers to the compilation of various indicators, results and recommendations obtained from data processing into a systematic, complete and standardized document in the form of text, charts, tables, etc., for enterprises and consumers to read and refer. Data reports include data sources, data methods, data metrics, data results, and data recommendations.

data activity. This refers to the organization of various indicators, results and suggestions obtained from data processing into a lively, interesting and influential event by means of awards, releases and discussions, for enterprises and consumers to participate and experience. The content of data activities includes data honor, data news, data forum, etc.

Practice of 5. Brand Sales Certification Consulting

The practice of brand sales certification consulting refers to the specific cases of brand sales certification consulting services provided by Shangpu Consulting Company for different brands in different industries, different regions and different time periods. Here are some typical cases:

(1) Champu Consulting provided brand sales certification consulting services to the U.S. automotive industry and selected the best brands in the U.S. automotive market in 2023. By collecting and analyzing the sales data of the American automobile industry, combined with relevant industry data and expert opinions, Shangpu Consulting Company gives the sales indicators of various automobile brands in different market segments (such as cars, SUVs, trucks, etc.), such as sales, share, ranking, growth rate, etc., and gives corresponding ratings and honorary titles according to these indicators.

For example, Champ Consulting selected the best brand in the U.S. auto market in 2023 as Tesla, and gave it a five-star rating and an honorary title of most innovative. According to data from Champ Consulting, Tesla's sales in the U.S. auto market in 2023 reached $123.4 billion, accounting for 18.7 percent of the market share, ranking first among all auto brands, and an increase of 23.5 from 2022.%, well above the industry average. According to the analysis of Shangpu consulting company, the reason why Tesla can achieve such excellent results is mainly due to its technological innovation and leading advantages in electric vehicles, automatic driving, intelligent interconnection, etc., as well as its excellent performance and good reputation in brand communication, user experience, social responsibility, etc.

(2) Shangpu Consulting Co., Ltd. provided brand sales certification consulting services for China's fast-consumer goods industry, and selected the best brands in China's fast-consumer goods market in 2023. By collecting and analyzing the sales data of China's fast-food industry, combined with relevant industry data and expert opinions, Shangpu Consulting Co., Ltd. gives the sales indicators of various fast-food brands in different market segments (such as food, beverage, daily chemical, cosmetics, etc.), such as sales, share, ranking, growth rate, etc., and gives the corresponding rating and honorary title according to these indicators.

For example, Shangpu Consulting Company selected the best brand in China's fast-moving consumer goods market in 2023 as Head & Shoulders, and gave it a four-star rating and the most popular honorary title. According to data from Shangpu Consulting, Haifei Silk's sales in the Chinese fast-moving consumer goods market reached 12.3 billion billion yuan in 2023, accounting for 12.3 percent of the market share, ranking third among all fast-moving consumer goods brands, and an increase of 12.3 percent over 2022, higher than the industry average. According to the analysis of Shangpu Consulting Company, the reason why Haifei Silk has achieved such good results is mainly due to its quality assurance and innovative improvement in shampoo, conditioner, hair mask and other products, as well as its positive investment and effective implementation in brand image, marketing activities, social welfare and so on.

(3) Shangpu Consulting provided brand sales certification consulting services for the European apparel industry and selected the best brands in the European apparel market in 2023. By collecting and analyzing the sales data of the European clothing industry, combined with relevant industry data and expert opinions, Shangpu Consulting Company gives the sales indicators of various clothing brands in different market segments (such as men's clothing, women's clothing, children's clothing, sportswear, etc.), such as sales volume, share, ranking, growth rate, etc., and gives the corresponding rating and honorary title according to these indicators.

For example, Champ Consulting selected the best brand in the European clothing market in 2023 as ZARA, and gave it a four-and-a-half-star evaluation and the most fashionable honorary title. According to data from Champ Consulting, ZARA's sales in the European apparel market in 2023 reached 23.4 billion million euros, occupying 23.4 percent of the market share, ranking first among all apparel brands, and an increase of 13.4 percent over 2022. Above the industry average. According to the analysis of Shangpu Consulting Company, ZARA's excellent results are mainly due to its rapid response and efficient operation in clothing design, production, logistics and sales, as well as its flexible adaptation and continuous innovation in brand positioning, consumer insight and market development.