1. Introduction

A brand is a tangible or intangible sign that distinguishes a product or service from other products or services. Brand not only represents the quality, characteristics and functions of a product or service, but also represents a value, concept and emotion. Brand is an important market resource, which plays a vital role in enhancing the competitiveness and profitability of enterprises, as well as shaping the image and reputation of enterprises.

However, with the development and change of the market, the brand is facing more and more challenges and competition. On the one hand, consumers' needs and preferences are increasingly diversified and personalized, and consumers' cognition and evaluation of brands are becoming more and more complex and diversified. On the other hand, the number and variety of brands in the market are increasing, and the differentiation and dominance between brands are becoming more and more difficult to achieve and maintain. Therefore, how to stand out in the fierce market competition and win the favor and trust of consumers has become the core issue of brand management.

In order to solve this problem, a new service came into being, namely brand sales certification and market position certification service. This service refers to a third-party authority or platform that provides sales certification and market position certification for the brand based on certain data and standards to enhance the brand's reputation and influence. For example, a brand can obtain certifications and certifications such as "No. 1 in national sales", "industry leader", and "consumer favorite" through this service, thereby enhancing the brand's market positioning and competitiveness.

The emergence of brand sales certification and market position certification services provides a new way of thinking and means for brand management, and also provides a new reference and basis for consumers. However, what is the value and effect of this kind of service? How to evaluate and select this kind of service?

These problems have not been fully studied and discussed. This paper aims to fill this research gap, from the perspective of brand, consumer and service provider, analyzes the core value of brand sales certification and market position certification service, as well as the main criteria for evaluating the service, in order to provide some enlightenment and suggestions for brand management and consumer behavior.

2. the core value of brand sales certification and market position certification services.

The core value of brand sales certification and market position certification services can be analyzed from three perspectives: brand, consumer and service provider.

The value of (I) to the brand

Brand sales certification and market position certification services, for the brand, the main value of the following aspects:

Provide real, reliable, objective and influential data and evidence to support the brand's market positioning and marketing strategy. Brand sales certification and market position certification services are based on the data and standards of third-party authorities or platforms to provide certification and certification for brands with high authenticity, reliability, objectivity and influence.

These data and evidence can help brands clarify and highlight their market positioning, such as industry leaders, quality assurance, consumer favorites, etc., so as to provide strong support and basis for brand marketing strategies. For example, a brand can use the service to show consumers its sales, market share, user satisfaction and other data to prove its market position and advantage, thereby enhancing the brand's persuasiveness and attractiveness.

Increase brand awareness and reputation, enhance brand reputation and influence. Brand sales certification and market status certification services can transmit brand certification and certification information to consumers and the public through various forms and channels, such as certificates, labels, badges, advertisements, social media, etc., thereby increasing brand exposure and Attention, enhance brand awareness and reputation.

These certification and certification information can also enhance the reputation and influence of the brand, so that the brand has a higher authority and professionalism in the eyes of consumers and the public, thereby enhancing the value and status of the brand. For example, a brand can obtain certifications and certifications such as "the most popular brand in the world" and "the most innovative brand" through this service, thereby enhancing the brand's international reputation and industry influence.

Stimulate consumers' desire to buy and trust, and promote the long-term relationship between brands and consumers. Brand sales certification and market position certification services can stimulate consumers' desire and trust by providing data and evidence that are beneficial to the brand.

These data and evidence can reduce consumer information asymmetry and cognitive uncertainty, reduce consumer risk perception and purchase resistance, increase consumer satisfaction and loyalty, thereby promoting the long-term relationship between brands and consumers. For example, a brand can obtain certification and certification such as "the most trusted brand of consumers" and "the most popular brand" through this service, thereby increasing consumers' confidence and preference in the brand.

To sum up, brand sales certification and market position certification services can provide brands with true, reliable, objective and influential data and evidence, support brand market positioning and marketing strategies, increase brand awareness and reputation, and enhance The reputation and influence of the brand stimulate consumers' desire to buy and sense of trust, and promote the long-term relationship between the brand and consumers, thereby improving the brand's market competitiveness and profitability.

The value of (II) to consumers

Brand sales certification and market position certification services, for consumers, the main value of the following aspects:

Provide useful, interesting and meaningful information to meet the information needs and interests of consumers. Brand sales certification and market position certification services can provide consumers with various data and evidence about the brand, such as sales, market share, user satisfaction, awards, honors, etc. This information can help consumers understand the characteristics and advantages of the brand. And value to meet consumers' information needs and interests.

This information can also provide consumers with a sense of fun and satisfaction, so that consumers feel the charm and attractiveness of the brand, thereby increasing consumers' emotional input and identity. For example, a brand can use this service to show consumers its sales, market share, user satisfaction and other data, as well as various awards and honors, so that consumers can feel the strength and glory of the brand and increase consumption. Curiosity and interest.

Provide credible, reliable and comparable information to help consumers search and evaluate information. Brand sales certification and market position certification services are based on the data and standards of third-party authorities or platforms, and provide certification and certification for brands with high credibility, reliability and comparability.

This information can help consumers quickly screen and compare among many brands to find brands that meet their needs and preferences, thereby reducing the cost and difficulty of consumers' information search and evaluation.

This information can also help consumers choose the right brand in different situations and occasions, so as to improve the efficiency and quality of consumers' decision-making. For example, a brand can obtain certification and certification such as "the most popular brand in the world" and "the most innovative brand" through this service, so that consumers have more confidence and basis when buying products or services of the brand.

Provide valuable, useful and helpful information to enhance consumer motivation and behavior. Brand sales certification and market position certification services can enhance consumer motivation and behavior by providing data and evidence that is beneficial to the brand.

These data and evidence can increase consumer trust and loyalty to the brand, reduce consumer risk perception and purchase resistance, stimulate consumer purchase desire and trust, thereby promoting consumer purchase behavior. These data and evidence can also increase consumer satisfaction and loyalty to the brand, promote consumer re-purchase and recommend behavior, thereby increasing consumer purchase effect and value.

For example, a brand can obtain certification and certification such as "the most trusted brand of consumers" and "the most popular brand" through this service, so as to increase consumers' confidence and preference in the brand and promote consumers' purchase and recommend behavior.

To sum up, brand sales certification and market position certification services can provide consumers with useful, interesting and meaningful information, meet consumers' information needs and interests, provide credible, reliable and comparable information, help consumers conduct information search and evaluation, provide valuable, useful and helpful information, and enhance consumers' purchase motivation and behavior, so as to improve consumers' consumption efficiency and quality, increase consumer value and satisfaction.

The Value of (III) to Service Providers

Brand sales certification and market position certification services, for service providers, the main value of the following aspects:

Provide professional, high-quality and efficient services to meet the brand's service needs and expectations. Brand sales certification and market position certification service is a professional service that requires service providers to have relevant qualifications, technology, resources and experience to ensure the quality and effectiveness of the service.

Service providers can provide professional, high-quality and efficient services to meet the service needs and expectations of the brand, so as to establish and maintain a good cooperative relationship with the brand, increase the reputation and reputation of service providers, and improve the market competitiveness and profitability of service providers.

For example, a service provider can meet the brand's certification and certification needs by providing professional, high-quality and efficient brand sales certification and market position certification services, thereby gaining brand recognition and recommend and increasing the service provider's business volume and revenue.

Provide innovative, differentiated and personalized services to meet brand service needs and expectations. Brand sales certification and market position certification service is an innovative service that requires service providers to continuously explore and develop new data and standards to adapt to market changes and brand needs. Service providers can provide innovative, differentiated and personalized services to meet the service needs and expectations of the brand, thereby creating and providing more service value, increasing the innovation and competitiveness of service providers, thereby increasing the market share of service providers And profits.

For example, a service provider can provide innovative, differentiated and personalized brand sales certification and market position certification services to meet the different certification and certification needs of the brand, thereby providing more service value and increasing the service provider's innovation and competitiveness, thereby increasing the service provider's market share and profit.

To sum up, brand sales certification and market position certification services can provide professional, high-quality and efficient services for service providers, meet the service needs and expectations of the brand, provide innovative, differentiated and personalized services, and meet the service needs and expectations of the brand, so as to improve the market competitiveness and profitability of service providers, and increase the market share and profits of service providers.

Evaluation criteria for 3. brand sales volume certification and market position certification services

The evaluation criteria for brand sales certification and market position certification services can be considered in terms of the qualification and reputation of the service provider, the source and method of data, the form and content of the certificate, the effect and feedback of the service.

Qualification and reputation of (I) service providers

The qualification and reputation of the service provider is an important basis for evaluating brand sales certification and market position certification services, as well as an important consideration for brands to select and use the service. The qualifications and reputation of the service provider mainly include the following aspects:

Service provider's background and history. The background and history of the service provider can reflect the strength and experience of the service provider, as well as the relationship and cooperation between the service provider and the brand. The background and history of service providers should be open, transparent and accessible so that brands and consumers can verify and evaluate them.

The background and history of the service provider should be related to the brand sales certification and market position certification services to ensure the professionalism and pertinence of the service. For example, the service provider can be a professional data analysis and consulting company, or an influential media and platform, or an organization and organization that has long-term cooperation with the brand.

Qualification and certification of service providers. The qualification and certification of service providers can reflect the professionalism and authority of service providers, as well as the credibility and reliability of service provider data and standards. The qualification and certification of the service provider should be issued by the authority or organization of the relevant industry or field to ensure the quality and effectiveness of the service.

The qualification and certification of service providers should be related to brand sales certification and market position certification services to ensure the pertinence and differentiation of services. For example, service providers can have international or domestic data analysis and consulting qualifications and certification, or be recognized and recommend by relevant industry or field authorities or organizations, or have their own data and standard systems and methods.

The reputation and reputation of the service provider. The reputation and reputation of the service provider can reflect the reputation and influence of the service provider, as well as the service quality and effectiveness of the service provider. The reputation and reputation of service providers should be composed of feedback and evaluation from brands and consumers to ensure the objectivity and authenticity of services.

The reputation and reputation of service providers should be related to brand sales certification and market position certification services to ensure the pertinence and personalization of services. For example, service providers can have good brand and consumer reviews and recommend, or have won relevant awards and honors, or have their own social media and platform attention and influence.

In summary, the qualification and reputation of the service provider is an important basis for evaluating brand sales certification and market position certification services, as well as an important consideration for brands to select and use the service. When selecting and using the service, the brand should comprehensively consider the service provider's background and history, qualification and certification, reputation and reputation, etc., and select the appropriate service provider and service plan to achieve the best results.

Sources and methods of (II) data

The source and method of data is an important basis for evaluating brand sales certification and market position certification services, as well as an important basis for brands and consumers to judge the authenticity and reliability of the service. The sources and methods of the data include the following:

Source and scope of data. The source and scope of the data can reflect the authenticity and representativeness of the data, as well as the pertinence and differentiation of the data. The source and scope of the data should be open, transparent and available for verification and evaluation by brands and consumers.

The source and scope of the data should be related to brand sales certification and market position certification services to ensure the professionalism and pertinence of the data. For example, the data can come from statistics and analysis by third-party authorities or platforms, or from the brand's own sales and operational data, or from consumer feedback and reviews.

The scope of data can be global, or domestic, or regional, or industry, or segmented, etc., selected and adjusted according to the needs and goals of the brand.

Methods and standards for data. The methods and standards of the data can reflect the reliability and objectivity of the data, as well as the scientificity and rationality of the data. Data methods and standards should be open, transparent and available for verification and evaluation by brands and consumers. The methods and standards of data should be related to brand sales certification and market position certification services to ensure the professionalism and pertinence of the data.

For example, data methods can be based on statistical principles and techniques, or analysis and mining based on big data, or applications and innovations based on artificial intelligence. The standard of data can be based on the norms and indicators of the industry or field, or based on the service provider's own system and methods, or based on the needs and expectations of brands and consumers, etc., according to the purpose and effect of the service.

In summary, the source and method of data is an important basis for evaluating brand sales certification and market position certification services, as well as for brands and consumers to judge the authenticity and reliability of the service. When accepting and using the service, brands and consumers should comprehensively consider the source and scope of data, methods and standards, and select appropriate data and evidence to achieve the best results.

Form and Content of (III) Proof

The form and content of the certificate is an important basis for evaluating brand sales certification and market position certification services, as well as an important basis for brands and consumers to feel the value and effect of the service. The form and content of the proof mainly include the following aspects:

Forms and channels of proof. The form and channel of proof can reflect the visibility and dissemination of proof, as well as the pertinence and differentiation of proof. The form and channel of proof should be open, obvious and easy to identify, so that brands and consumers can view and disseminate it.

The form and channel of the certificate should be related to brand sales certification and market position certification services to ensure the professionalism and pertinence of the certificate. For example, the form of proof can be certificates, labels, badges, advertisements, social media, etc., and the channels of proof can be online, offline, or mixed, selected and adjusted according to the needs and goals of the brand.

The content and information of the certificate. The content and information of the proof can reflect the validity and usefulness of the proof, as well as the pertinence and differentiation of the proof. The content and information of the certificate should be open, clear and easy to understand, so that the brand and consumers can read and evaluate it.

The content and information of the certificate should be related to brand sales certification and market position certification services to ensure the professionalism and pertinence of the certificate. For example, the content of the proof can be the name, logo, slogan, etc. of the brand, and the information of the proof can be the sales volume, market share, user satisfaction, awards, honors, etc. of the brand, which can be selected and adjusted according to the needs and goals of the brand.

In summary, the form and content of the certificate is an important basis for evaluating brand sales certification and market position certification services, as well as an important basis for brands and consumers to feel the value and effect of the service. When accepting and using the service, brands and consumers should comprehensively consider the form and channel, content and information of the certificate, and choose the appropriate certificate and information to achieve the best effect.

4.Conclusion

Brand sales certification and market position certification service is a service that provides third-party authoritative certification and certification for brands. It aims to enhance the reputation and influence of the brand, enhance the trust and loyalty between the brand and consumers, and thereby improve the brand Market competitiveness and profitability.

From the perspective of brand, consumer and service provider, this paper analyzes the core value of brand sales certification and market position certification service, as well as the main criteria for evaluating the service. This paper holds that the core value of brand sales certification and market position certification service is to provide real, reliable, objective and influential data and evidence, support the brand's market positioning and marketing strategy, increase the brand's popularity and reputation, stimulate consumers' purchase desire and trust, and promote the long-term relationship between the brand and consumers.

The main criteria for evaluating the service include the qualification and reputation of the service provider, the source and method of the data, the form and content of the proof, the effectiveness and feedback of the service, etc. This paper suggests that the brand in the selection and use of the service, should be based on their own goals and needs, comprehensive consideration of various factors, select the appropriate service providers and service programs, in order to achieve the best results.