Brand influence is a complex and multi-dimensional concept, which involves various elements and relationships of brand in the market, such as brand knowledge, brand image, brand personality, brand emotion, brand value, brand community, etc. Different brand influence models will measure and evaluate brand influence from different angles and levels, such as models based on consumer mind, models based on consumer behavior, models based on market performance, etc. However, no matter which model is adopted, two core elements of brand influence need to be considered: one is the relative position of the brand in the target market, that is, the advantages and disadvantages of the brand relative to competitors; the other is the relative cognition of the brand in the target consumers, that is, consumers' awareness, recognition and love of the brand.

Therefore, the key to enhance brand influence is to enhance the brand's position in the market and consumer awareness. To achieve this goal, we need to take an effective brand communication strategy, that is, through targeted and persuasive information transmission to shape and strengthen the brand image, increase and consolidate consumers' trust and loyalty to the brand. Among the many brand communication strategies, market position proves to be a very effective and widely used strategy.

Proof of market position refers to the strategy of enhancing brand influence by demonstrating the dominant position and achievements of the brand in the market. It mainly includes the following types:

Proof of sales or share: Prove its market leadership or dominant position by showing the brand's sales or share in a specific field or range, such as Coca-Cola, which is "the world's largest sales volume", and "China's largest e-commerce platform" Alibaba, etc.

Award or honor proof: to prove its market recognition or excellent performance by showing various awards or honors won by the brand, such as "Parasite" of "Oscar Best Picture", "Singapore Airlines of" World's Best Airline ", etc.

Evaluation or recommend proof: by showing a variety of positive evaluation or recommend obtained by the brand to prove its market reputation or satisfaction, such as "five-star hotel" Shangri-La, "tens of millions of users of the choice of WeChat and so on.

Expert or authoritative certificate: prove its market professionalism or credibility by showing the brand's recognition or support from various experts or authoritative institutions, such as "American Heart Association recommend" olive oil, "UNESCO certification" The Palace Museum, etc.

Case or story proof: prove its market effect or value by showing successful cooperation cases or touching stories between brands and customers, such as Microsoft, which "helps more than 1000 enterprises around the world realize digital transformation", NetEase Cloud Music, which "allows everyone to have their own story", etc.

The role of market position certification is mainly reflected in the following aspects:

Enhance the authority of the brand: market position proof can show consumers the dominant position and achievements of the brand in the market, thereby increasing the authority and influence of the brand, and making it easier for consumers to convince and accept the brand's information and value proposition.

Enhance the trust of the brand: the market position certificate can show the various recognition and support of the brand to consumers, thereby increasing the trust and reliability of the brand, and making consumers more willing to trust and rely on the brand's products and services.

Enhance brand differentiation: market position proof can show consumers the differences and advantages between brands and competitors, thereby increasing brand differentiation and uniqueness, making it easier for consumers to distinguish and choose brands.

Enhance the brand's emotional: market position proves that it can show consumers the interaction and relationship between the brand and customers, thereby increasing the brand's emotional and human nature, making it easier for consumers to generate emotional connections and loyalty with the brand.

The implementation method of market position certification mainly includes the following steps:

Determine the target market and target consumers: According to the brand's positioning and objectives, determine the target market and target consumers to disseminate information, analyze their needs, preferences, behavior, psychology and other characteristics, in order to select the appropriate type and content of market position proof.

Collect and organize market position certification materials: According to the target market and target consumers, collect and organize various market position certification materials related to the brand, such as sales data, awards and honors, evaluation recommend, expert authority, case stories, etc., to ensure the authenticity, effectiveness, relevance and interest of the materials.

Design and make the communication content of the market position certificate: according to the collected and sorted out market position certificate materials, design and make the communication content of the market position certificate suitable for different communication channels and media, such as advertising slogans, posters, videos, articles, etc., pay attention to highlight the core information of the brand, attract consumers' attention and stimulate consumers' interest.

Publish and promote the communication content of the market position certificate: according to the collected and sorted out market position certificate materials, design and produce the communication content of the market position certificate suitable for different communication channels and media, such as advertising slogans, posters, videos, articles, etc., pay attention to highlight the core information of the brand, attract consumers' attention and stimulate consumers' interest.

Publish and promote the communication content of the market position certificate: according to different communication goals and strategies, select appropriate communication channels and media, such as television, newspapers, magazines, networks, social media, etc., publish and promote the communication content of the market position certificate, pay attention to monitoring and Evaluate the communication effect, and adjust and optimize the communication plan in time.

Take Shangpu Consulting as an example. The company is a company specializing in management consulting, technical consulting and strategic consulting. Its service customers cover various industries and fields, such as finance, manufacturing, education, medical care, energy, etc. Champu Consulting has adopted a variety of market position proof strategies to enhance brand influence, such:

Proof of sales or share: In its official website and promotional materials, Champ Consulting shows its consulting business revenue and market share in the world and various regions, as well as the number and scale of its consulting projects in various industries and fields, to prove its leading position and advantage in the consulting industry.

Awards or honors: Champ Consulting displays various awards or honors on its website and in promotional materials to demonstrate its recognition and outstanding performance in the consulting industry.

Evaluation or recommend proof: Champ Consulting shows various positive evaluations or recommend it has obtained in its official website and promotional materials to prove its reputation and satisfaction in the consulting industry. For example, "Champ Consulting is our long-term partner. They have provided us with high-quality services such as strategic planning, organizational change and digital transformation, helping us improve our competitiveness and efficiency"-CEO of a well-known automobile manufacturer, "Champ Consulting is one of my most trusted consulting companies. They have rich industry experience and professional knowledge, can provide me with valuable suggestions and solutions"-president of a well-known financial institution.

Proof of experts or authorities: In its official website and promotional materials, Champ Consulting shows the recognition or support of various experts or authorities it has to prove its professionalism and credibility in the consulting industry. For example, "Champ Consulting is a strategic partner of the World Economic Forum, providing it with a number of important consulting services and research reports", "Champ Consulting is a knowledge partner of Harvard Business School, with which it has jointly carried out education and research projects in many fields".

Case or story proof: In its official website and promotional materials, Champ Consulting shows its successful cooperation cases or touching stories with customers to prove its effectiveness and value in the consulting industry. For example, "Shangpu Consulting helped a national government formulate a comprehensive energy transformation strategy to achieve a balance between energy security, economic growth and environmental protection." "Shangpu Consulting helped a well-known medical institution establish an intelligent medical treatment. The management system improves the quality and efficiency of medical care while reducing costs and risks".

To sum up, market position proof is a strategy to enhance brand influence by showing the brand's dominant position and achievements in the market. It can help the brand establish authority, trust, differentiation and emotion, thereby enhancing consumers' cognition, preference and purchase intention. The implementation of the market position certificate needs to collect and sort out the market position certificate materials, design and produce the market position certificate dissemination content, publish and promote the market position certificate dissemination content, and monitor and evaluate the dissemination effect according to the target market and target consumers.