Brand sales certification is a way to verify and publicize the sales of a brand through a third-party organization, aiming to enhance the reputation and influence of the brand. In today's market environment, consumers have higher and higher requirements for brands, not only paying attention to the quality and function of products, but also paying attention to the value and social responsibility of brands. Therefore, brand sales certification can be used as an effective marketing tool to show consumers the strength and status of the brand and increase brand awareness and loyalty.

However, not all brand sales certification can achieve the desired effect, some even backfire, causing consumers to question and resent. This is because, in the brand sales certification, we need to consider many factors, such as the authority of the certification body, the authenticity of the certification data and the rationality of the certification method. If these factors are not handled properly, it will cause the brand sales certification to lose trust and persuasion, and even be regarded as false propaganda or hype.

So, how to do a good job in brand sales certification? This paper analyzes the core elements that affect the effect of brand sales certification from three aspects, and puts forward some optimization suggestions based on the specific cases of Shangpu consulting service customers.

The authority of 1. certification bodies

The certification body is an important guarantee for brand sales certification, and its authority directly affects the acceptance of consumer certification results. Generally speaking, consumers are more inclined to trust those certification bodies with professional qualifications, impartiality and independence, high popularity, high industry status, good reputation and social responsibility. If the certification body lacks these characteristics, or has an interest or conflict with the certified brand, it will reduce its authority and make consumers doubt or distrust it.

For example, in November 2022, a well-known mobile phone brand released a "2022 Global Mobile Phone Market Share Report" issued by an international market research company, saying that it ranked first in the global mobile phone market share. However, shortly after the report was released, some netizens found that the founder and CEO of the international market research company was the former executive of the mobile phone brand, and questioned the authenticity and fairness of the report. In addition, the report is quite different from the report data released by several other authoritative organizations. These factors have led to the loss of credibility of the mobile phone brand's sales certification, triggering consumer dissatisfaction and resistance.

In order to avoid this situation, Shangpu Consulting suggests that brands should fully examine their background, qualification, performance, reputation and other aspects when choosing certification bodies, and choose those institutions that have certain influence and credibility in the industry. such as the International Organization for Standardization (ISO), the International quality Management system Certification Alliance (IQNet), the International Consumer Association (Consumers International) and so on. At the same time, it is necessary to maintain a transparent and cooperative relationship with the certification body to avoid any behavior that may cause conflicts of interest or transfer of interests.

2. the authenticity of authentication data

Certification data is the core content of brand sales certification, and its authenticity directly affects the degree of consumer confidence in the certification results. Generally speaking, consumers are more inclined to believe that there are clear sources, there is a complete basis, there are scientific methods, there are strict audit, there is a valid period of certification data. If the authentication data lacks these characteristics, or is inconsistent or contradictory with other reliable data, it will reduce its authenticity and make consumers question or mistrust it.

For example, in January 2023, a well-known TV brand released a "2022 National TV Sales Ranking" issued by a certain National Bureau of Statistics, saying that it ranked first in national TV sales. However, shortly after the release of the ranking, some netizens found that the ranking only counted the sales data of offline channels, while ignoring the sales data of online channels. In addition, the ranking is also quite different from the ranking data released by several other authoritative organizations. These factors have led to the loss of authenticity of the TV brand's sales certification, triggering consumer dissatisfaction and resistance.

In order to avoid this situation, Champu Consulting recommends that when providing certification data, brands should ensure that their sources are reliable, based on complete, scientific methods, strict audits, and valid deadlines. At the same time, to work with the certification body to develop a unified and standard data collection, processing, analysis and presentation of the process and norms, to avoid any possible data distortion or misleading behavior.

Rationality of 3. authentication method

Certification method is an important form of brand sales certification, and its rationality directly affects consumers' understanding and acceptance of certification results. Generally speaking, consumers are more inclined to believe that those with clear expression, appropriate emphasis, appropriate comparison, appropriate occasions, and good results. If the authentication method lacks these characteristics, or there is a mismatch or conflict with the consumer's needs or preferences, it will reduce its rationality and make consumers bored or dissatisfied with it.

For example, in February 2023, a well-known shampoo brand released a "2022 global shampoo market share report" issued by an international beauty association, saying that it ranked first in the global shampoo market share. However, shortly after the release of the report, some netizens found that there were many problems in the authentication method of the report, such as the use of vague words (such as "global", "market share", etc.), no clear explanation of the scope and source of the data, no reasonable comparison with other brands, no consideration of the different needs and preferences of consumers, but simply emphasizing their own advantages, ignoring their own shortcomings. These factors have led to the shampoo brand sales certification lost rationality, causing consumer boredom and dissatisfaction.

In order to avoid this situation, Shangpu Consulting recommends that when choosing a certification method, the brand should ensure that its expression is clear, the emphasis is appropriate, the occasion is appropriate, and the effect is good. At the same time, it is necessary to work with the certification body to develop a unified and standard certification content, form, language and media processes and norms, to avoid any behavior that may cause the certification method to be invalid or counterproductive.

To sum up, brand sales certification is a marketing tool that is conducive to enhancing brand reputation and influence, but it is also necessary to pay attention to three core elements, namely, the authority of the certification body, the authenticity of the certification data and the rationality of the certification method. Only by doing these three points can the brand sales certification be more effective and win the trust and support of consumers.