Purpose and principles of 1. brand sales certification

Brand is a kind of perception information and impression information that represents a series of products or services of a company. Brand represents a company's commitment and experience to the products or services delivered. Brands make it easier for buyers to identify anything a company offers, and brand development is achieved in the long term through advertising with consistent key messages, referrals from family, friends, colleagues and classmates, interaction with the company and its representatives, and the experience of using products or services in life.

For many companies, more than 50% of the company's value will gradually accumulate into brand equity. Brand evaluation is probably one of the most important information needed for brand management. The models and methods of evaluation have been constantly developing and innovating, and the number of brand evaluation procedures also shows that brand evaluation is very important in both academic and practical fields.

Brand sales certification is a special brand evaluation method that focuses on the sales performance and competitiveness of the brand in the market, rather than the psychological impact of the brand on consumers or the financial value of the brand. Brand sales certification can provide the following objectives for the brand:

Improve brand awareness and credibility. Certification of brand sales through third-party organizations can show consumers the advantages and position of the brand in the market, increase consumers' trust and love of the brand, and promote brand loyalty and reputation.

Increase brand exposure and communication. Through the certification of brand sales by third-party organizations, we can show the media and the public the brand's innovative ability and leading edge in the industry, and increase the exposure and dissemination of the brand in various channels.

Optimize brand marketing strategy. Certification of brand sales through third-party organizations can provide valuable market insights for brands, help brands understand their own strengths and weaknesses, discover market opportunities and challenges, and develop more effective marketing strategies and action plans.

Improve brand customer satisfaction. Certification of brand sales through third-party organizations can provide strong data support for brands, help brands improve the quality and performance of products or services, meet customer needs and expectations, and improve customer satisfaction and loyalty.

The principle of brand sales certification is objective, fair and professional. Objective means that brand sales certification should be based on true, accurate and complete data, without any false or misleading information. Justice means that brand sales certification should follow unified, open and transparent standards and norms, and there should be no favoritism or discrimination. Professional means that brand sales certification should be carried out by a third-party organization with professional knowledge and experience, without any conflict of interest or influence intervention.

Type and process of 2. brand sales certification

According to different evaluation objects and dimensions, brand sales certification can be divided into the following types:

Category sales certification: Evaluates the market share, ranking, and growth rate of a brand in a particular product or service category.

Quality Sales Certification: Evaluates the performance, satisfaction and reputation of a brand in terms of the quality of a particular product or service.

Product performance sales certification: Evaluate the input-output ratio, conversion rate, and rate of return of a brand in a particular marketing campaign or channel.

Product value sales certification: measures such as the awareness, preference and loyalty of a brand in a particular consumer group or market area.

Different types of brand sales certification may require different data sources, data methods and data tools, but generally follow the following five steps and processes:

Data collection: according to the type and target of brand sales certification, determine the data source, data scope, data method and data tools, collect relevant market data and brand data, including sales data, consumer data, competitor data, etc.

Data analysis: According to the principles and standards of brand sales certification, the collected data are cleaned, sorted, classified and processed, and the data are analyzed, interpreted, compared and evaluated by using statistics, economics, marketing and other professional knowledge and techniques, and preliminary conclusions and suggestions are drawn.

Data verification: According to the requirements and specifications of brand sales certification, the conclusions and recommendations of the analysis are verified and reviewed to ensure the authenticity, accuracy and completeness of the data, eliminate any possible errors or deviations, and improve the credibility and reliability of the data.

Data report: According to the purpose and object of brand sales certification, make data report, including data overview, data details, data charts, data interpretation, data evaluation, etc., highlight the focus and highlights of the data, and show the significance and value of the data.

Data application: according to the effect and feedback of brand sales certification, the conclusions and suggestions in the data report are applied to the actual operation and management of the brand, including brand positioning, brand communication, brand innovation, brand optimization, etc., to improve the sales performance and competitiveness of the brand.

Effect and Value of 3. Brand Sales Certification

In order to illustrate the effect and value of brand sales certification, this article will be combined with the specific case of the Shangpu consulting service customers for analysis. Shangpu Consulting is a third-party organization specializing in brand sales certification. It has many years of industry experience and professional knowledge and provides high-quality brand sales certification services for many well-known brands. The following are some examples of clients of Champ Consulting Services:

Case 1: A well-known mobile phone brand applied for category sales certification, hoping to prove its leading position in the smartphone market. By collecting and analyzing data from major e-commerce platforms, offline stores, third-party research institutions and other aspects, Shangpu Consulting evaluated and certified the brand's smartphone sales in the first half of 2023. The results show that the brand's global smartphone sales reached 0.12 billion units, accounting for 18% of the market share, ranking first. The brand published the category sales certification report issued by Shangpu Consulting on its official website, social media, news media and other channels, which aroused widespread concern and discussion, improved the brand's popularity and credibility, increased the brand's exposure and dissemination, optimized the brand's marketing strategy, and improved the brand's customer satisfaction.

Case 2: A well-known cosmetics brand applied for quality sales certification, hoping to prove its advantages in the quality of skin care products. By collecting and analyzing data from consumer surveys, product testing, expert reviews and other aspects, Shangpu Consulting evaluated and certified the quality of the brand's skin care products in the first half of 2023. The results show that the brand's skin care products worldwide The quality score is 9.2 (out of 10), which is higher than the industry average of 8., ranking the top three. The brand published the quality sales certification report issued by Shangpu Consulting on its official website, social media, news media and other channels, which aroused widespread concern and discussion, improved the brand's popularity and credibility, increased the brand's exposure and dissemination, optimized the brand's marketing strategy, and improved the brand's customer satisfaction.

Case 3: A well-known beverage brand applied for product efficiency sales certification, hoping to prove its effect in short video marketing activities. By collecting and analyzing data from short video platforms, social media, e-commerce platforms and other aspects, Shangpu Consulting evaluated and certified the brand's short video marketing activities in the first half of 2023. The results show that the brand has watched 1 billion short videos, liked 0.2 billion times, forwarded 50 million times, commented 10 million times and sold 5 million bottles worldwide, the input-output ratio is 1:2, ranking first in the industry. The brand published the product efficiency sales certification report issued by Shangpu Consulting on its official website, social media, news media and other channels, which attracted widespread attention and discussion, improved the brand's popularity and credibility, and increased the The exposure and dissemination of the brand optimized the brand's marketing strategy and improved the brand's customer satisfaction.

Case 4: A well-known clothing brand applied for a product value sales certification, hoping to prove its popularity among young consumers. By collecting and analyzing data from consumer surveys, social media, fashion media and other aspects, Shangpu Consulting evaluated and certified the brand's young consumer groups in the first half of 2023. The results show that the brand's global awareness of young consumers (18-35 years old) is 80%, preference is 70%, and loyalty is 60%, it is 60%, 50% and 40% higher than the industry average, ranking in the top five. The brand published the product value sales certification report issued by Shangpu Consulting on its official website, social media, news media and other channels, which attracted widespread attention and discussion, improved the brand's popularity and credibility, and increased The exposure and dissemination of the brand optimized the brand's marketing strategy and improved the brand's customer satisfaction.

The above cases show that brand sales certification can bring the following effects and value to the brand:

Brand sales certification can improve the competitiveness and influence of the brand in the market, and enhance the status and image of the brand in the hearts of consumers.

Brand sales certification can provide strong data support and proof, increase the trust and credibility of the brand.

Brand sales certification can provide valuable market insights and recommendations to help brands optimize the quality and performance of their products or services.

Brand sales certification can provide useful marketing materials and tools to help brands expand market coverage and penetration.

Brand sales certification can provide helpful customer feedback and evaluation to help brands improve customer satisfaction and loyalty.

Problems and Skills of 4. Brand Sales Certification

Although the brand sales certification has many benefits, but in the implementation process may also encounter some problems and challenges, need to pay attention to the following aspects:

Selection and control of data sources. Data source is the basis of brand sales certification. It is necessary to choose authoritative, reliable, comprehensive and timely data sources to avoid using inaccurate, incomplete, unupdated or irrelevant data sources. At the same time, it is necessary to control the quantity and quality of data sources and avoid using too many or too few data sources.

Design and implementation of data methods. Data method is the core of brand sales certification. It is necessary to design reasonable, scientific, effective and innovative data methods to avoid using inappropriate, non-standard and ineffective data methods. At the same time, strict, detailed, accurate and timely data methods need to be implemented to avoid errors, loopholes, delays or invalid data methods.

Selection and use of data tools. Data tools are the auxiliary of brand sales certification. It is necessary to choose advanced, professional, applicable and safe data tools and avoid using outdated, amateur, incompatible or unsafe data tools. At the same time, it is necessary to use skilled, flexible, reasonable and efficient data tools to avoid unfamiliar, inflexible, unreasonable or inefficient data tools.

Production and release of data reports. Data reports are the result of brand sales certification, and it is necessary to produce clear, concise, powerful and interesting data reports to avoid making vague, lengthy, weak or boring data reports. At the same time, timely, extensive, appropriate and orderly data reports need to be released, and delayed, limited, inappropriate or confusing data reports need to be avoided.

Transformation and implementation of data applications. Data application is the goal of brand sales certification. It is necessary to transform specific, feasible, effective and innovative data applications to avoid transforming abstract, infeasible, invalid or obsolete data applications. At the same time, it is necessary to implement fast, stable, continuous, and optimized data applications to avoid slow, unstable, intermittent, or deteriorated data applications.

In order to solve the above problems and challenges, you need to master the following skills:

Tips for data sources: select diversified, authoritative and real-time data sources, control the quantity and quality of data sources, and establish a mechanism for evaluating and updating data sources.

Skills of data methods: design scientific, standardized and innovative data methods, implement strict, detailed and accurate data methods, and establish testing and improvement mechanisms for data methods.

Skills of data tools: select advanced, specialized and applicable data tools, use skilled, flexible and rationalized data tools, and establish a learning and updating mechanism for data tools.

Skills for data reporting: produce clear, concise and powerful data reports, publish timely, extensive and appropriate data reports, and establish feedback and optimization mechanisms for data reports.

Skills of data application: transform specific, feasible and effective data application, implement rapid, stable and continuous data application, and establish monitoring and adjustment mechanism of data application.

5. epilogue

Brand sales certification is a method of objective, fair and professional evaluation and verification of brand sales performance and competitiveness in the market through third-party organizations. Brand sales certification can provide authoritative data support for brands, help brands enhance credibility, increase exposure, optimize marketing strategies and improve customer satisfaction. This paper introduces the purpose, principle, type, process and process of brand sales certification, and analyzes the effect and value of brand sales certification, as well as the problems and skills that should be paid attention to in the implementation of brand sales certification. It is hoped that this article will be helpful to readers who are interested in or in need of brand sales certification.