Purpose and principles of 1. brand sales certification

Brand is a kind of perception information and impression information that represents a series of products or services of a company. Brand represents a company's commitment and experience to the products or services delivered. Brands make it easier for buyers to identify anything a company offers, and brand development is achieved in the long term through advertising with consistent key messages, referrals from family, friends, colleagues and classmates, interaction with the company and its representatives, and the experience of using products or services in life. For many companies, more than 50% of the company's value will gradually accumulate into brand equity. Brand evaluation is probably one of the most important information needed for brand management. The models and methods of evaluation have been constantly developing and innovating, and the number of brand evaluation procedures also shows that brand evaluation is very important in both academic and practical fields.

Brand sales certification is a special brand evaluation method that focuses on the sales performance and competitiveness of the brand in the market, rather than the psychological impact of the brand on consumers or the financial value of the brand. Brand sales certification can provide the following objectives for the brand:

Improve brand awareness and credibility. Certification of brand sales through third-party organizations can show consumers the advantages and position of the brand in the market, increase consumers' trust and love of the brand, and promote brand loyalty and reputation.

Increase brand exposure and communication. Through the certification of brand sales by third-party organizations, we can show the media and the public the brand's innovative ability and leading edge in the industry, and increase the exposure and dissemination of the brand in various channels.

Optimize brand marketing strategy. Certification of brand sales through third-party organizations can provide valuable market insights for brands, help brands understand their own strengths and weaknesses, discover market opportunities and challenges, and develop more effective marketing strategies and action plans.

Improve brand customer satisfaction. Certification of brand sales through third-party organizations can provide strong data support for brands, help brands improve the quality and performance of products or services, meet customer needs and expectations, and improve customer satisfaction and loyalty.

The principle of brand sales certification is objective, fair and professional. Objective means that brand sales certification should be based on true, accurate and complete data, without any false or misleading information. Justice means that brand sales certification should follow unified, open and transparent standards and norms, and there should be no favoritism or discrimination. Professional means that brand sales certification should be carried out by a third-party organization with professional knowledge and experience, without any conflict of interest or influence intervention.

Type and process of 2. brand sales certification

According to different evaluation objects and dimensions, brand sales certification can be divided into the following types:

Category sales certification: Evaluates the market share, ranking, and growth rate of a brand in a particular product or service category.

Quality Sales Certification: Evaluates the performance, satisfaction and reputation of a brand in terms of the quality of a particular product or service.

Product performance sales certification: Evaluate the input-output ratio, conversion rate, and rate of return of a brand in a particular marketing campaign or channel.

Product value sales certification: measures such as the awareness, preference and loyalty of a brand in a particular consumer group or market area.

Different types of brand sales certification may require different data sources, data methods and data tools, but generally follow the following five steps and processes:

Data collection: according to the type and target of brand sales certification, determine the data source, data scope, data method and data tools, collect relevant market data and brand data, including sales data, consumer data, competitor data, etc.

Data analysis: According to the principles and standards of brand sales certification, the collected data are cleaned, sorted, classified and processed, and the data are analyzed, interpreted, compared and evaluated by using statistics, economics, marketing and other professional knowledge and techniques, and preliminary conclusions and suggestions are drawn.

Data verification: According to the requirements and specifications of brand sales certification, the conclusions and recommendations of the analysis are verified and reviewed to ensure the authenticity, accuracy and completeness of the data, eliminate any possible errors or deviations, and improve the credibility and reliability of the data.

Data report: According to the purpose and object of brand sales certification, make data report, including data overview, data details, data charts, data interpretation, data evaluation, etc., highlight the focus and highlights of the data, and show the significance and value of the data.

Data application: according to the effect and feedback of brand sales certification, the conclusions and suggestions in the data report are applied to the actual operation and management of the brand, including brand positioning, brand communication, brand innovation, brand optimization, etc., to improve the sales performance and competitiveness of the brand.

Effect and Value of 3. Brand Sales Certification

In order to illustrate the effect and value of brand sales certification, this paper will combine the service case of Shangpu Consulting Company to analyze. Shangpu Consulting Co., Ltd. is an organization specializing in brand sales certification consulting services. With many years of industry experience and professional knowledge, it has provided high-quality brand sales certification consulting services for many well-known brands, helping brands improve market performance and competitiveness. The following are some of the service cases of Champ Consulting:

Case 1: Category sales certification of an international cosmetics brand. The brand is a cosmetics brand with a century-old history. Its products cover skin care, makeup, perfume and other categories. It has a wide range of markets and consumers around the world. The brand hopes to prove its leading position and growth potential in the Chinese market through brand sales certification, and improve its reputation and loyalty in the hearts of Chinese consumers. Shangpu Consulting provided category sales certification consulting services for the brand. By collecting and analyzing the brand's sales data in the Chinese market and comparing data with competitors, the following conclusions were drawn:

The brand's total cosmetics sales in the Chinese market maintained an average annual growth rate of 15% between 2019 and 2023, which is much higher than the industry average and ranks first in the industry.

The brand's skin care product sales in the Chinese market maintained an average annual growth rate of 18% between 2019 and 2023, occupying 27% of the industry's market share, ranking first in the industry.

The brand's cosmetics sales in the Chinese market maintained an average annual growth rate of 12% between 2019 and 2023, accounting for 23% of the industry's market share, ranking second in the industry.

The brand's perfume sales in the Chinese market maintained an average annual growth rate of 10% between 2019 and 2023, occupying 19% of the industry's market share, ranking third in the industry.

Champu Consulting produced a category sales certification report for the brand and provided the brand with the following recommendations:

The brand should continue to maintain its advantages in skin care products and cosmetics, strengthen its competitiveness in perfume, and improve its comprehensive influence in the Chinese market.

The brand should constantly innovate its products and services according to the needs and preferences of Chinese consumers, improve the quality and performance of its products, and increase the differentiation and personalization of its products.

The brand should use the results of its brand sales certification to carry out effective brand communication and marketing, improve its brand awareness and credibility, and increase its brand exposure and communication.

Case two: a domestic mobile phone brand sales efficiency certification. The brand is a mobile phone brand established in 2010. It is mainly aimed at young consumers. The products are characterized by high cost performance and innovative functions. It has a high market share and user base in the domestic market. The brand hopes to evaluate the effectiveness of its online and offline marketing campaign in 2023 through brand sales certification, and optimize its marketing strategy and input-output ratio. Champu Consulting provided the brand with a product sales certification consulting service. By collecting and analyzing data on the brand's marketing activities in 2023 and comparing data with other mobile phone brands in the same period, the following conclusions were drawn:

The brand invested about 0.2 billion yuan in marketing activities in 2023, including online advertising, offline activities, online celebrity promotion, user interaction and other channels, covering about 0.15 billion of potential consumers.

In its marketing activities in 2023, the brand achieved about 5 million of mobile phone sales, created about 2.5 billion yuan of sales revenue, and achieved an input-output ratio of about 12.5 times, which is much higher than the industry average and ranks first in the industry.

In the 2023 marketing activities, the brand has increased its brand awareness and preference, increased its brand loyalty and reputation, and expanded its brand influence and competitiveness.

Champu Consulting produced a product sales certification report for the brand and provided the brand with the following recommendations:

The brand should continue to maintain its innovation and effectiveness in marketing activities, strengthen its interaction and communication with consumers, and improve its brand affinity and appeal.

The brand should analyze its performance in different channels and different markets according to the data of marketing activities, optimize the allocation and utilization of its marketing resources, and improve the pertinence and effectiveness of its marketing strategy.

The brand should use the results of its brand sales certification to carry out effective brand communication and marketing, improve its brand awareness and credibility, and increase its brand exposure and communication.

The above is part of the service cases of Shangpu Consulting Company, from which it can be seen that the brand sales certification consulting service can bring the following effects and value to the brand:

Brand sales certification consulting services can help brands obtain objective, fair and professional data support, improve brand confidence and credit, and increase brand attractiveness and influence.

Brand sales certification consulting services can help brands gain valuable market insights, help brands understand their own strengths and weaknesses, identify market opportunities and challenges, and develop more effective brand strategies and action plans.

Brand sales certification consulting services can help brands obtain strong data to prove, help brands improve the quality and performance of products or services, meet customer needs and expectations, and improve customer satisfaction and loyalty.

To sum up, brand sales volume certification consulting service is an emerging consulting service designed to help enterprises prove the popularity and influence of their products in the market, so as to improve the credit rating of enterprises, increase their attractiveness in the market, and enhance their relative position with competitors. Brand sales certification consulting services need to follow the principles of objectivity, impartiality and professionalism, according to different evaluation objects and dimensions, divided into category sales certification, quality sales certification, product efficiency sales certification and product value sales certification and other types, generally follow the following five steps and processes:

Data collection

Data analysis

Data Validation

Data Reporting

Data application

Brand sales certification consulting services can bring the following effects and value to the brand:

Improve brand confidence and credit

Gain valuable market insights

Improve the quality and performance of products or services

Increase customer satisfaction and loyalty