With the development of market economy and the improvement of consumer awareness, brand has become an important factor for enterprises to gain advantages and success in market competition. However, how to build and maintain an influential and valuable brand is not an easy task. In addition to the need to constantly innovate products or services, improve quality and performance, but also need to effectively spread brand information, brand image, to win consumer recognition and support. In this process, brand sales, as an intuitive, objective and quantifiable indicator, can often reflect the performance and status of the brand in the market, and can also affect consumers' evaluation and choice of the brand. Therefore, more and more enterprises begin to attach importance to and adopt the way of brand sales certification to enhance their brand image and value.

What is brand sales certification? According to the "China Market Research Industry Association"-Authoritative third-party data”(Abbreviations“CMRA-Authoritative third-party data”) Work Programme1 The definition of brand sales certification refers to the objective, fair and authoritative verification and certification of the sales or market share of brand products or services within a certain period of time, within a certain area or within a certain range by a third-party organization, and to the public Announce or authorize the use of relevant data and logos activities. Third-party organizations are usually market research or consulting organizations with professional qualifications and reputation, such as Champ Consulting.2 , Nelson3 , iResearch Consulting4 Wait. The object of brand sales certification can be a single brand product or service, or a series of brand products or services, such as a certain category, a certain market segment, a certain channel, etc. The results of brand sales certification can be specific values, such as sales, market share, growth rate, etc., or relative rankings, such as first, top 3. top ten, etc.

From the perspective of brand management, the goal of brand sales certification is to improve brand awareness, credibility and influence, enhance brand competitiveness and market share, and enhance brand value and premium capacity. Specifically, brand sales certification can help companies achieve the following effects:

Increase brand exposure and awareness. Through the authoritative certification of third-party organizations, companies can publish or authorize the use of relevant data and logos to the society, thereby increasing the brand's exposure and visibility among consumers, media, industry and society. For example, Shangpu Consulting provided a home appliance company with the certification of "China's first home appliance market share" and authorized it to use relevant logos on various media platforms, thereby effectively enhancing the company's visibility in the home appliance industry. And reputation.

Enhance brand credibility and credibility. Through the objective verification and certification of third-party organizations, enterprises can show their brand strength and advantages to consumers, thereby enhancing consumers' trust and trust in the brand. For example, Shangpu Consulting provided an automobile enterprise with the certification of "the first sales volume in China's automobile market" and authorized it to use relevant data and logos in various marketing activities, thus effectively enhancing consumers' confidence and satisfaction with the enterprise and its products.

Enhance brand influence and reputation. Through the fair evaluation and recommend of third-party organizations, enterprises can show their brand value and contribution to the society, so as to enhance the brand's influence and reputation in the industry and society. For example, Shangpu Consulting provided an education enterprise with the certification of "China's education and training market leader" and authorized it to use relevant data and logos in various public relations activities, thus effectively enhancing the enterprise's status and reputation in the education industry.

Enhance brand competitiveness and market share. Through the authoritative comparison and analysis of third-party organizations, enterprises can show their brand advantages and differentiation to competitors, so as to enhance their competitiveness and market share in the market. For example, Shangpu Consulting provided a fast-moving consumer product company with the certification of "No. 1 in China's shampoo market share" and authorized it to use relevant data and logos in various promotional activities, thereby effectively enhancing the company's presence in shampoo. Advantages and shares in the market.

Enhance brand value and premium capacity. Through the professional evaluation and calculation of third-party institutions, enterprises can show their brand assets and income to investors, so as to enhance their brand value and premium ability. For example, Shangpu Consulting provided a catering enterprise with the certification of "brand value first in China's catering market" and authorized it to use relevant data and logos in various investment activities, thus effectively enhancing the brand value and attractiveness of the enterprise.

In summary, the goal of brand sales certification is to increase brand awareness, credibility and influence, enhance brand competitiveness and market share, and enhance brand value and premium capabilities. Then, what is the motivation of brand sales certification? In other words, why should enterprises carry out brand sales certification? From the perspective of market environment, the motivation of brand sales certification is based on the following considerations:

Responding to the pressure of market competition. In an increasingly fierce and diversified market environment, enterprises are facing competitive pressure from peers, cross-banks, new entrants and other aspects. How to stand out among many brands and become the first choice of consumers is a problem that every enterprise must face and solve. Through brand sales certification, companies can use the authority and professionalism of third-party organizations to show their brand strength and advantages to the market, thereby improving their competitiveness and share in the market.

Responding to changes in consumer demand. In an increasingly mature and rational consumption environment, consumers' needs and expectations for brands are constantly changing and improving. How to meet and exceed consumers' needs and expectations has become a problem that every enterprise must pay attention. Through brand sales certification, companies can use the objectivity and impartiality of third-party organizations to show consumers their brand reputation and credibility, thereby increasing consumers' trust and satisfaction with themselves.

Addressing the impact of regulatory policy. In an increasingly standardized and perfect legal environment, enterprises are faced with regulatory policies and requirements from the government, industry, society and other aspects. How to comply with relevant laws and regulations and avoid potential risks and disputes has become a problem that every enterprise must follow and comply. Through brand sales certification, companies can use the legitimacy and compliance of third-party agencies to demonstrate their brand legitimacy and compliance to the regulatory authorities, thereby reducing their uncertainty and risk in the market.

Responding to social responsibility requirements. In a public environment that pays more and more attention to social responsibility, enterprises are faced with social responsibility and requirements from the public, media, non-governmental organizations and so on. How to show their brand value and contribution has become a problem that every enterprise must undertake and fulfill. Through brand sales certification, companies can use the public welfare and sense of responsibility of third-party organizations to show their brand influence and reputation to the society, thereby establishing their own good corporate image.

In summary, the motivation of brand sales certification is to respond to the pressure of market competition, to respond to changes in consumer demand, to respond to the impact of regulatory policies, and to respond to the requirements of social responsibility. Through brand sales certification, companies can effectively enhance their brand image and value, so as to gain more advantages and success in the market.