The Value of Brand Sales Certification

In today's highly competitive market environment, brands need to improve their popularity, reputation and loyalty in various ways, so as to increase consumers' trust and willingness to buy. Among them, brand sales certification is an effective means, which can enhance the authority and professionalism of the brand side by showing the dominant position of the brand side in a certain field or market segment, so as to improve consumers' recognition and preference for the brand side. At the same time, brand sales certification can also help consumers better understand market dynamics and product characteristics by providing objective, true and credible data information, and reduce consumers' information asymmetry and decision-making costs.

As a professional brand sales certification agency, Shangpu Consulting has been committed to providing high-quality, high-efficiency, and high-value certification services for brands. At the same time, it has continuously improved its own management, technology, and services to respond to the market. Challenges and changes. Champu Consulting has provided brand sales certification services for many well-known brands in various industry fields, such:

Champu Consulting has provided certification services for a well-known mobile phone brand in the global smartphone market share ranking. Through the collection, collation and analysis of sales data from various channels in various countries, as well as user research and industry research, Shangpu Consulting finally gave the certification results of the mobile phone brand's first place in the global smartphone market, which was announced through major media. This certification result has not only won wide attention and praise for the mobile phone brand, but also established a strong competitive advantage in the global market.

Champu Consulting has provided certification services for a well-known TV brand in China's TV market share ranking. By collecting, sorting and analyzing the sales data of various channels in various regions, as well as conducting user research and industry research, Shangpu Consulting finally gave the certification results of the TV brand's first place in the Chinese TV market, and passed the major media. Published. This certification result not only won the market recognition and trust for the TV brand, but also created a strong brand image in the Chinese market.

Champ Consulting has provided certification services for a well-known cosmetics brand in Asia's most popular cosmetics brand. By collecting, collating and analyzing the sales data of various channels in Asian countries, as well as conducting user research and industry research, Shangpu Consulting finally gave the certification results of the cosmetics brand's most popular cosmetics brand in Asia, and published them through major media. This certification result not only won the love and support of Asian consumers for the cosmetics brand, but also expanded its development space in the Asian market.

The above cases all show that brand sales certification plays an important role in enhancing brand awareness, credibility and influence, and can help brands gain more advantages and opportunities in the market.

Types and methods of brand sales certification

According to the data source and scope, brand sales certification can be divided into the following types:

Global or regional brand sales certification: refers to brand sales certification based on global or regional market data, such as the world's best-selling car brand, Asia's most popular cosmetics brand, etc.

Industry or market segment brand sales certification: refers to the brand sales certification based on the data of a certain industry or market segment, such as the largest domestic e-commerce platform, smartphone market leader, etc.

Single channel or platform brand sales certification: refers to the brand sales certification based on the data of a single channel or platform, such as the most popular products on an e-commerce website, the most popular programs on a video website, etc.

According to the data indicators and calculation methods, brand sales certification can be divided into the following methods:

Absolute value method: refers to the direct use of absolute values to represent the brand's sales, market share and other data, such as annual total sales of $10 billion, accounting for 30% of the global market share.

Relative value method: refers to the use of relative values to express the difference between the brand and other competitors or the industry average, such as sales growth rate of 50% above the industry average, market share of 10% higher than the second place, etc.

Ranking method: refers to the use of rankings to indicate the relative position of a brand on a certain indicator, such as the first in global sales and the top three in China.

Comprehensive evaluation method: refers to the use of multiple indicators to comprehensively evaluate the comprehensive performance of a brand, such as comprehensive scoring, comprehensive ranking, etc.

Different types and methods of brand sales certification have different advantages and disadvantages and applicable scenarios, and it is necessary to choose the appropriate method according to the specific situation. Generally speaking, global or regional brand sales certification is suitable for large multinational enterprises with strong international competitiveness and influence; industry or market segment brand sales certification is suitable for small and medium-sized enterprises with strong professionalism and leading position; single channel or platform brand sales certification is suitable for emerging enterprises or personal brands with strong innovation and activity. The absolute value method is suitable for brands with high data level and stability, which can intuitively show the strength and scale of the brand; the relative value method is suitable for brands with high data growth and change, which can highlight the advantages and potential of the brand; the ranking method is suitable for brands with strong competitive consciousness and goal orientation, which can stimulate the challenge and progress of the brand; the comprehensive evaluation method is suitable for brands with diversification and complexity, the performance and value of the brand can be evaluated comprehensively.

Risk and Crisis of Brand Sales Certification

Although brand sales certification has many values and benefits, there are inevitably some risks and crises, which require the brand and consumers to attach great importance and vigilance. Here are some common risks and crises:

Data leakage: refers to the situation in which the data of the brand or third-party organization is illegally obtained, used, disseminated or tampered with due to poor management, insufficient technology, human error and other reasons in the process of brand sales certification. This situation may damage the trade secrets, privacy, intellectual property and other interests of the brand or third-party organizations, and may also affect the authenticity and credibility of the brand sales certification.

Data falsification: refers to the situation in which the brand or a third-party organization deliberately fabricates, exaggerates, falsifies or conceals data due to interest-driven, competitive pressure, lack of morality and other reasons in the process of brand sales certification. This situation may mislead consumers, disrupt market order, violate laws and regulations, and may also damage the reputation and image of the brand or third-party organizations.

Data misleading: refers to the situation that the data provided by the brand or third-party organizations cannot objectively, accurately and comprehensively reflect the real situation of the market or products due to selection deviation, statistical error, interpretation bias and other reasons in the process of brand sales certification. This situation may cause consumer cognitive bias, decision-making errors, decreased satisfaction and other consequences, may also cause consumer questioning and distrust.

The above risks and crises may have a serious negative impact on brand sales certification, and may even trigger a greater crisis. For example:

In 2022, a well-known electronics brand was revealed to have used false data in its ranking of the world's best-selling notebook computer market share, allegedly exaggerating its market share by more than 10%. The incident triggered a strong reaction from consumers, media, regulatory authorities and other aspects, resulting in the brand being boycotted, sued, fined and other penalties around the world, and its market share and reputation fell sharply.

In 2023, a well-known clothing brand was revealed to have used unreasonable data sources and calculation methods in its certification of China's most popular clothing brand, suspected of misleading consumers. The incident aroused doubts and dissatisfaction from consumers, media, industry associations and other aspects, resulting in boycotts, complaints, returns and other reactions to the brand in the Chinese market, and its sales and satisfaction dropped sharply.

Coping Strategies of Brand Sales Certification

In the face of the risk and crisis of brand sales certification, both brands and consumers need to take some effective coping strategies to protect their own interests and rights, and also contribute to the healthy development of brand sales certification. Here are some suggestions:

Brand Party:

In the selection of brand sales certification types, methods, institutions, etc., according to their own actual situation and goals, reasonable planning and decision-making, to avoid blindly following the trend or excessive pursuit.

In terms of providing brand sales certification data, it is necessary to ensure the authenticity, accuracy, completeness, timeliness, etc. of the data, and avoid using illegal, non-compliant, and unreasonable data sources or calculation methods.

In publishing the results of brand sales certification, we should pay attention to the expression, interpretation and dissemination of data, and avoid using exaggeration, misleading, deception and other means or language.

In dealing with the risks and crises of brand sales certification, it is necessary to discover, analyze, deal with and prevent various possible problems in time, and avoid evasion, concealment, prevarication and other attitudes or behaviors.

Consumer:

In the acceptance of brand sales certification information, to maintain a rational, objective, critical way of thinking, to avoid blindly believe or deny any data or results.

In the use of brand sales certification information, to combine their own needs, preferences, budget and other factors, comprehensive consideration and comparison, to avoid relying on or ignoring any data or results.

In terms of monitoring the process and results of brand sales certification, it is necessary to actively participate, put forward opinions, feedback questions, etc., to avoid passively accepting or ignoring any data or results.

Summary

Brand sales certification is a kind of behavior that is conducive to enhancing brand value and influence, but there are also some risks and challenges. Both brands and consumers need to have a clear and comprehensive understanding of brand sales certification, and take some effective coping strategies to maximize the benefits of brand sales certification. As a professional brand sales certification organization, Shangpu Consulting will continue to provide high-quality certification services for various brands in various industries and fields, and constantly improve its own capabilities and levels to adapt to market changes and needs.