What is brand sales certification?

Brand sales certification refers to the verification and publication of brand sales, market share, ranking and other data by brand parties or third-party organizations. Brand sales certification can be self-certification, can also be entrusted to professional institutions for certification. There are many forms of brand sales certification, such as publishing reports, issuing certificates, labeling, advertising, etc.

What is the purpose of brand sales certification?

The main purpose of brand sales certification is to enhance brand awareness, credibility and influence, so as to attract more consumers and partners. Brand sales certification can show the strength and advantages of the brand to the outside world, and increase the brand's discourse power and competitiveness. Brand sales certification can also be used as an incentive mechanism to encourage brands to continuously improve product quality and service levels, and continue to innovate and progress.

What are the 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 reached.100Billion US dollars, occupying global market share30%Wait.

Relative value method: refers to the use of relative values to indicate the difference between a brand and other competitors or industry averages, such as sales growth exceeding the industry average.50%The market share is higher than the second10%Wait.

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.

What are the misunderstandings and pitfalls of brand sales certification?

Although brand sales certification has its positive effect, there are also some misunderstandings and traps, which may lead to brand image damage and even legal risks. Here are some common problems and risks:

Unclear or unreliable data sources: some brand sales certification data sources are not clear or public, or from non-authoritative or non-professional institutions, there may be data fraud, tampering, exaggeration and other issues, resulting in the loss of trust and credibility of the certification results.

Inconsistent or unreasonable data scope: Some brand sales certification data scope is inconsistent or inappropriate, such as confusing global data with regional data, or confusing industry data with market segment data, or confusing single-channel or platform data with multi-channel or multi-platform data, which may cause data ambiguity or misleading.

Data indicators are not objective or scientific: some brand sales certification data indicators are not objective or scientific, such as only choose their own favorable indicators, or ignore other important indicators, or use the wrong calculation method or formula, may lead to data distortion or bias.

Inaccurate or inappropriate data interpretation: Some brand sales certification data interpretation is inaccurate or inappropriate, for example, the data is unrelated to other factors, or the data is excessively linked to other factors, or the data is incorrectly linked to other factors, which may lead to data being misinterpreted or misused.

How to avoid being confused by data?

In order to avoid being confused by data, both brands and consumers should have certain data analysis skills and critical thinking skills. Here are some specific recommendations:

Brand parties should choose authoritative, professional and impartial third-party organizations to carry out brand sales certification, clarify and disclose data sources, scope, indicators and methods, and ensure that the data are true, accurate, complete and timely.

Brand parties should use and display the results of brand sales certification reasonably, avoid exaggeration, misleading, deception or offensive publicity, and respect the rights and interests of other brands and consumers.

The brand should pay attention to the value and significance behind the brand sales certification, not just the numbers and forms, and use this as the driving force and direction to continuously enhance the brand's core competitiveness and social responsibility.

Consumers should rationally view and evaluate the results of brand sales certification, avoid blind, one-sided, extreme or emotional judgments, and choose their own brands and products according to their own needs and preferences.

Consumers should understand and compare the characteristics and advantages of different brands in many ways, and pay attention to other aspects of the brand besides sales, such as product quality, service level, innovation ability, social influence, etc.

Conclusion

Brand sales certification is an effective marketing tool, but there are also some misunderstandings and traps, which require both brands and consumers to have a clear understanding and judgment. The brand should choose the appropriate data sources, scope, indicators and methods, use and display data reasonably, and pay attention to the intrinsic value and significance of the brand. Consumers should look at and evaluate data rationally, understand and compare different brands in many ways, and choose brands and products that suit them. Only in this way can we avoid being confused by data and achieve a win-win situation between brands and consumers.