Definition, Characteristics and Process of 1. Brand Sales Certification

Brand sales certification refers to the activities of objective, fair and authoritative verification and certification of brand sales or market share by third-party organizations. This kind of activity is usually actively applied or passively accepted by brand owners. According to certain standards and methods, third-party organizations can determine the sales performance or market position of the brand in a certain field or market segment in a certain period of time through collection, collation, analysis and comparison, and publish or display it to the public or specific objects in written or digital form.

Brand sales certification has the following characteristics:

Objectivity: The certification body should be a third-party organization independent of brands and consumers, with professionalism, credibility and neutrality, free from any interest or pressure, and ensuring the authenticity, accuracy and validity of the certification data.

Fairness: Certification bodies should follow open, transparent and unified certification standards and methods, do not favor any party or any brand, and ensure the fairness, rationality and reviewability of the certification process.

Authoritativeness: Certification bodies should have professional knowledge, experience and resources in the industry or field, be able to gain wide social recognition and trust, and ensure the credibility, reliability and dissemination of certification results.

The general process for brand sales certification is as follows:

Application: The brand owner applies to the certification body, stating the purpose, scope, duration and other requirements of the certification, and providing relevant brand information and sales data and other materials.

Audit: The certification body reviews the application, confirms the legality, compliance and authenticability of the brand, determines the details of the certification standards, methods and fees, and signs the certification agreement.

Research: According to the certification agreement, the certification body uses a variety of channels and means, such as questionnaires, in-depth interviews, network monitoring, market observation, etc., to collect brand sales data and market information, and to clean, integrate and verify the data.

Analysis: According to the certification standards and methods, the certification body analyzes the collected data and information, compares the sales performance or market position of the brand in different dimensions, different levels and different time periods, and calculates the sales or market share of the brand.

Evaluation: Based on the analysis results, the certification body evaluates the brand to determine whether the brand meets or exceeds the certification standards, whether it meets or exceeds the average or best level of the industry or field, and whether it has or lacks certain advantages or disadvantages.

Proof: According to the evaluation results, the certification body issues a certification report or certificate to the brand, indicating the specific data and ranking of the brand's sales or market share, as well as the validity period and scope of use of the certification.

Release: According to the certification report or certificate, the brand will release or display the sales certification results of the brand to the public or specific objects, and enhance the brand's popularity, reputation and influence through various media and forms, such as press conferences, advertising, social media, official websites, etc.

Advantages and Disadvantages of 2. Brand Sales Certification

As a new brand management activity, brand sales certification has been paid more and more attention by brand merchants and consumers in recent years. This is because it has the following benefits:

For brand owners, brand sales certification can improve brand reputation, influence and competitiveness. Through the authoritative verification and certification of third-party organizations, brand owners can show their strength and achievements to the outside world, increase their status and reputation in the industry or field, and attract more partners and investors. At the same time, brand sales certification can also encourage brands to continuously improve their product or service quality, innovate their own marketing strategies, and enhance their core competitiveness.

For consumers, brand sales certification can increase consumer confidence, satisfaction and loyalty. Through the objective and fair evaluation and recommend of third-party organizations, consumers can more easily understand and choose products or services that suit their needs and preferences, and reduce purchase risks and regrets. At the same time, brand sales certification can also enhance consumers' trust and love for the brand, and promote the emotional connection and value co-creation between consumers and the brand.

For the market, brand sales certification can promote the standardization, transparency and fairness of the market.

Through the professional supervision and guidance of third-party institutions, the market can more effectively reflect the true value of the brand and the real needs of consumers, avoid false propaganda, price manipulation, market monopoly and other undesirable phenomena, and protect the order and efficiency of the market.

However, there are some potential risks and challenges in brand sales certification, such:

The inconsistency of certification standards: different certification bodies may adopt different certification standards and methods, resulting in incomparability and inconsistency of certification results, resulting in confusion and misleading to brands and consumers. For example, some certification bodies may use sales as the certification standard, some use market share as the certification standard, and some consider multiple factors, such as brand awareness, reputation, and satisfaction. These different standards may lead to the same brand in different certification bodies to obtain different certification results, or even contradictions or conflicts.

The opacity of certification data: some certification bodies may not fully disclose the source, collection, processing, analysis and other processes and details of the certification data, resulting in doubts about the credibility and verifiability of the certification data, resulting in suspicion and mistrust of brands and consumers. For example, some certification bodies may not specify how the certification data is collected, whether through independent research or through third-party data providers; some certification bodies may not specify how the certification data is processed, whether through manual or algorithm; some certification bodies may not specify how the certification data is analyzed and what model or method is adopted.

Unstable certification results: Due to changes in the market environment and consumer behavior, brand sales certification results may change over time, geography, field and other factors, resulting in the timeliness and applicability of certification results being limited, resulting in misunderstanding and disappointment among brands and consumers. For example, some brands may gain a higher sales volume or market share in a certain quarter or year, but decline or shrink in the next quarter or year; some brands may gain a higher sales volume or market share in a certain region or a certain market segment, but their performance in other regions or other market segments is flat or sluggish.

3. Shangpu Consulting Service Customer Case

Shangpu Consulting is a company specializing in brand management consulting services. With many years of industry experience and professional knowledge, it has provided high-quality brand sales certification services for many well-known brands. The following are some of the specific cases of Champ Consulting Services clients:

Case 1: An international cosmetics brand wants to enhance its popularity and influence in the Chinese market, and applied for the brand sales certification service of Shangpu Consulting. According to the positioning, objectives, strategies and other elements of the brand in the Chinese market, Shangpu Consulting has formulated appropriate certification standards and methods. Through the collection, collation, analysis and comparison of the sales data and market information of the brand in various channels, product lines and consumer groups in the Chinese market, it has determined the sales volume and market share of the brand in the Chinese market, and issued a certification report and certificate. According to the certification results, the brand released a series of publicity activities to the Chinese market, highlighting its brand advantages and performance, gaining recognition and love from consumers, and enhancing its popularity and influence in the Chinese market.

Case 2: A domestic clothing brand wants to evaluate its position and performance in the highly competitive clothing industry, and applies for the brand sales certification service of Shangpu Consulting. According to the characteristics, trends, challenges and other factors of the brand in the clothing industry, Shangpu Consulting has formulated appropriate certification standards and methods. Through the collection, sorting, analysis and comparison of the sales data and market information of the brand and other brands in the same industry in different dimensions, different levels and different time periods, it has determined the sales volume and market share of the brand in the clothing industry, and issued a certification report and certificate. According to the certification results, the brand has combed and optimized its product or service quality, marketing strategy, core competitiveness and other aspects, found its own advantages and disadvantages, formulated a more reasonable and effective development plan, and improved its status and performance in the clothing industry.

Case 3: A new electronic product brand wants to verify its advantages in innovation and leadership, and applies for the brand sales certification service of Shangpu Consulting. According to the innovation, leadership and potential of the brand in the field of electronic products, Shangpu Consulting has formulated appropriate certification standards and methods. Through the collection, collation, analysis and comparison of the sales data and market information of the brand and other brands in the same field in different dimensions, different levels and different time periods, it has determined the sales volume and market share of the brand in the field of electronic products, and issued a certification report and certificate. According to the certification results, the brand has demonstrated its innovative ability and leading position to the outside world, attracted more consumers and investors, and enhanced its reputation and influence in the field of electronic products.

4. conclusions and recommendations

To sum up, brand sales certification is a brand management activity that is conducive to enhancing brand value and influence, increasing consumer confidence and satisfaction, and promoting market standardization and transparency. However, there are also some aspects of brand sales certification that need to be improved and optimized, such as the inconsistency of certification standards, the opacity of certification data, and the instability of certification results. Therefore, the following suggestions are made here:

For certification bodies, they should establish and comply with unified, open and transparent certification standards and methods to ensure the authenticity, accuracy and validity of certification data, to ensure the fairness, rationality and reviewability of the certification process, and to ensure the credibility, reliability and dissemination of certification results.

For brand owners, they should choose professional, credible and neutral certification bodies to cooperate, provide true, complete and timely brand information and sales data, use and disseminate certification results reasonably, and do not exaggerate or distort certification results. Don't mislead or deceive consumers.

For consumers, they should rationally view and choose the results of brand sales certification, do not blindly believe or follow the certification results, combine their own needs and preferences, as well as other aspects of information and evaluation, comprehensively judge and compare the pros and cons of the brand, and make appropriate purchase decisions.