Brand sales certification is a method to evaluate the performance and influence of a brand in the market. It can help the brand to enhance its popularity, reputation and loyalty, thereby enhancing its competitiveness and profitability. This paper analyzes the development process and trend of brand sales certification, as well as the new challenges and opportunities in the era of Internet of things from the three aspects of history, current situation and future. This paper also introduces the innovative model and practice of Shangpu Consulting in the field of brand sales certification, including market research based on big data and artificial intelligence, ecological brand certification based on user experience and value cycle, brand ideal evaluation based on social responsibility and sustainable development, etc., and analyzes and demonstrates with specific cases.

History of 1. Brand Sales Certification

The concept of brand sales certification can be traced back19end of century20At the beginning of the 20th century, in order to build their own brand image, some consumer goods companies began to use logos, trademarks or labels on product packaging to distinguish them from other similar products, and to convey information about product quality, characteristics or origin to consumers. These logos, trademarks or labels are the original brand identity, and they can be regarded as a way of self-certification, aiming to increase consumer trust and preference for products.

With the development of industrialization and urbanization, market competition is becoming increasingly fierce, and consumer demand for products is becoming more and more diversified and complicated. In order to better meet the needs of consumers, some enterprises begin to adopt more scientific and systematic methods to study the market and consumers, so as to improve the quality and innovation of products, and formulate appropriate marketing strategies according to the target market and target consumers. This is the origin of market research, which is the first stage in the development of brand sales certification.

At this stage, it is mainly led by experts or consultants hired within or outside the enterprise to collect and analyze market and consumer data through questionnaires, interviews, observations, etc., and to develop or adjust marketing combinations such as product design, pricing, distribution, and promotion based on the results of the data. This method is more objective and effective than self-certification, but it also has some limitations, such as limited scope of data collection, simple data analysis methods, and difficult data results to update.

With the promotion of technological progress and social changes after World War II, market research has entered the second stage. This stage is mainly led by professional market research companies, providing more diversified and systematic market research services, and began to use scientific methods such as statistics and psychology to collect and analyze data, which are more rigorous and objective. At the same time, some new market research tools and techniques have begun to emerge, such as sample surveys, stratification analysis, cluster analysis, factor analysis, multidimensional scaling, etc., as well as computer, telephone, fax and other communication equipment, which have greatly improved the efficiency and accuracy of market research.

At this stage, the main way of brand sales certification is to evaluate the performance and influence of the brand in the market through various market reports, rankings, indexes, etc. provided by market research companies. These reports, rankings, indexes, etc. are usually based on a large amount of data and professional analysis methods, and have a certain degree of authority and credibility. For example, Nielsen's retail tracking service (Retail Measurement Services) is a service that evaluates a brand's market share and growth rate in different channels, regions, and categories based on a retailer's sales data.

These reports, rankings, indexes, etc. play an important role in brand sales certification. They can help brands understand their position and competitiveness in the market, as well as consumers' perceptions and attitudes towards themselves, so as to formulate more reasonable and effective Brand strategy. At the same time, these reports, rankings, indexes, etc. can also be used as a basis for brands to spread their own advantages and values to the outside, increase brand awareness, reputation and loyalty, thereby enhancing brand competitiveness and profitability.

Status Quo of 2. Brand Sales Certification

Enter21Century, market research has entered the third stage. This stage is mainly based on the Internet and mobile devices, to provide faster and real-time market research services, began to use big data, cloud computing, artificial intelligence and other emerging technologies to collect and analyze data, the method is more advanced and intelligent. At the same time, some new market research platforms and channels have begun to emerge, such as social media, online communities, mobile applications, etc., as well as some new market research participants, such as consumers, netizens, bloggers, online celebrities, etc., which have greatly expanded the coverage and participation of market research.

At this stage, the main way of brand sales certification is to evaluate the performance and influence of the brand in the market through various online data and information provided by the Internet and mobile devices. These online data and information are usually generated based on massive user behavior and user feedback, with a certain degree of real-time and interactive. For example, Alibaba Group's Tmall pair11Global Carnival is an activity that evaluates the market share and growth rate of a brand in the e-commerce market based on sales data from e-commerce platforms. For another example, the Weibo micro index is an index that evaluates the popularity and influence of a brand on social media based on indicators such as user attention, discussion, and forwarding of social media.

These online data and information also play an important role in brand sales certification. They can help brands keep abreast of their own dynamics and changes in the market, as well as users' needs and feedback on themselves, so as to quickly adjust products and marketing strategies. At the same time, these online data and information can also be used as a medium for brands to interact and communicate with users, increasing brand participation, resonance and reputation, thereby enhancing brand competitiveness and profitability.

The Future of 3. Brand Sales Certification

With the advent of the Internet of Things era, market research will enter the fourth stage. This stage is mainly based on IoT devices, providing more intelligent and comprehensive market research services, and starting to use IoT, blockchain,5GSuch as cutting-edge technology to collect and analyze data, the method is more innovative and comprehensive. At the same time, there will be more new market research scenarios and applications, such as smart homes, smart cars, smart cities, etc., as well as more new market research objects and roles, such as items, equipment, robots, etc., which will greatly enrich and expand the content and form of market research.

At this stage, the main way of brand sales certification is to evaluate the brand's performance and influence in the market through various intelligent data and information provided by IoT devices. These intelligent data and information are usually collected and processed based on ubiquitous sensors, chips, cameras and other devices, with a certain degree of autonomy and security. For example, Coca-Cola's smart vending machine is a service that evaluates a brand's market share and growth rate in the retail market based on sales data from IoT devices. For example, Amazon's.AlexaThe ranking is a ranking that evaluates the popularity and influence of brands in the smart home market based on indicators such as user usage, satisfaction, and recommend of IoT devices.

These intelligent data and information also play an important role in brand sales certification. They can help brands to have a deeper understanding of their performance and influence in the market, as well as users' needs and feedback on themselves, so as to optimize products and marketing strategies more accurately. At the same time, these intelligent data and information can also be used as the basis for the brand and users to carry out smarter and more personalized services and experiences, increasing the value, loyalty and recommend of the brand, thereby enhancing the competitiveness and profitability of the brand.

Innovation Mode and Practice of 4. Shangpu Consulting Company in the Field of Brand Sales Certification

Champu Consulting is a company specializing in market research and brand consulting, with more.20Years of industry experience and expertise for more1000Brands provide quality services and solutions. Shangpu Consulting has its own innovative model and practice in the field of brand sales certification, which mainly includes the following three aspects:

Market research based on big data and artificial intelligence: Shangpu Consulting uses its own big data platform and artificial intelligence algorithms to collect, clean, integrate, analyze and visualize massive online and offline data, so as to provide customers with comprehensive, accurate, real-time and dynamic market insights and forecasts. For example, Shangpu Consulting Company provides a market research service based on big data and artificial intelligence for a well-known sneaker brand. By analyzing users' behavior and feedback on social media, e-commerce platforms, mobile applications and other channels, as well as the dynamics and strategies of competitors, help the brand understand its market share, growth rate, heat, influence and other indicators in different markets, different segments, different seasons and different scenarios, and give targeted product design, pricing, distribution, promotion and other suggestions based on these indicators.

Eco-brand certification based on user experience and value cycle: Shangpu Consulting uses its own original eco-brand certification model to evaluate the performance and influence of the brand in the market from the two dimensions of user experience and value cycle. User experience refers to the user's feelings, emotions, cognition and other psychological states when using or contacting the brand, and the value cycle refers to the relationship between the user and the brand, such as value exchange, value creation, value sharing and so on. By collecting and analyzing users' satisfaction, loyalty, recommend and other indicators of the brand, as well as the relationship between users and the brand, such as community, word-of-mouth, and co-creation, Shangpu Consulting evaluates the strengths and weaknesses of the brand in terms of user experience and value cycle, and gives corresponding suggestions for improvement. For example, Shangpu Consulting Company provides an ecological brand authentication service based on user experience and value cycle for a well-known mobile phone brand. By analyzing the factors such as perceived quality, perceived value and perceived risk of users when using the brand mobile phone, as well as the relationship between users and the brand mobile phone, such as connection, trust and loyalty, help the brand understand its user experience and value cycle levels in different markets, different segments, and different usage scenarios, and give targeted product features, product appearance, product services and other recommendations based on these levels.

Brand ideal evaluation based on social responsibility and sustainable development: Shangpu Consulting uses its own brand ideal evaluation model to evaluate the performance and influence of brands in the market from the aspects of social responsibility and sustainable development. Social responsibility refers to the positive or negative impact of a brand on society and the environment, and sustainable development refers to the ability of a brand to achieve long-term stable development at the economic, social and environmental levels. By collecting and analyzing the brand's actions and achievements in social responsibility and sustainable development, as well as consumers' cognition and evaluation of these actions and achievements, Shangpu consulting company evaluates the advantages and disadvantages of brand in social responsibility and sustainable development, and gives corresponding improvement suggestions. For example, Shangpu Consulting Company provides a brand ideal evaluation service based on social responsibility and sustainable development for a well-known cosmetics brand. By analyzing the contribution and effect of the brand in supporting women's rights, opposing animal experiments and reducing carbon emissions, as well as consumers' recognition and appreciation of these contributions and effects, help the brand understand its social responsibility and sustainable development level in different markets, different segments and different consumption scenarios, and give targeted product formula, product packaging, product promotion and other suggestions according to these levels.