Brand word-of-mouth refers to consumers' evaluation and dissemination of a brand, which is an important manifestation of brand influence and competitiveness. In the era of information explosion, consumers are faced with a large number of products and services. How to stand out from many competitors and win the favor and loyalty of consumers has become a major challenge for brand operators. And brand reputation as a low-cost, high efficiency, high credibility of the marketing approach, more and more brand operators attention.

1. what is brand reputation?

According to the American Marketing Association (AMA), brand reputation refers to the definition“Non-commercial exchange of information about products, services or companies between individuals”. This exchange of information can be positive, neutral or negative, through online or offline channels, and can be conscious or unconscious. Brand reputation is different from corporate-led advertising or public relations activities. It comes more from consumers' spontaneous sharing of their brand experiences, feelings, opinions or suggestions.

What is the value of 2. brand reputation?

Brand reputation has important value for brand operators and consumers. For brand operators, brand reputation can help them:

-Improve brand awareness and reputation. Through the communication between consumers, the brand can expand its scope of influence, increase its exposure and recognition, and at the same time, it can also shape its image and reputation, and enhance its status in the minds of consumers.

-Enhance brand trust and loyalty. Consumers often trust information from third-party sources such as peers, relatives, friends, or experts more than information from the company itself. Therefore, when consumers hear or see other people's praise of a brand, they will be more convinced of the advantages and value of the brand, and more willing to choose and continue to use the brand, thus forming a loyal customer group.

-Promote brand innovation and improvement. By collecting and analyzing consumers' word-of-mouth of the brand, brand operators can understand consumers' needs, preferences, satisfaction and dissatisfaction, so as to innovate and improve the brand's products or services to meet or exceed consumers' expectations and enhance the competitiveness and sustainability of the brand.

For consumers, brand reputation can help them:

-Reduce purchase risk and uncertainty. In the face of many product and service choices, consumers often feel confused and uncertain, and worry about making wrong decisions. By referring to other people's evaluation of a brand, consumers can obtain more information and evidence, thereby reducing their purchase risk and uncertainty, and increasing their purchase confidence and satisfaction.

-Gearn social identity and a sense of belonging. Consumers purchase products or services not only to meet their own functional or emotional needs, but also to demonstrate their identity, status or taste, and to establish connections, communication or communication with others. Therefore, when consumers choose a brand with good reputation, they will feel that they are a person with vision, taste and wisdom, and will be appreciated, respected or recognized by others, so as to gain social recognition and sense of belonging.

-Participate in brand co-creation and value realization. Consumers are not only the recipients of brand word-of-mouth, but also the creators of brand word-of-mouth. By sharing their experiences, feelings, opinions or suggestions on the brand, consumers can participate in the co-creation and value realization of the brand, thereby increasing their sense of participation, belonging and achievement.

3. brand reputation is how to form?

According to American marketer Philip Kotler (Philip Kotler) and others proposed the word-of-mouth communication model, brand word-of-mouth is formed by the combination of the following four elements:

-Word of Mouth Source. Word-of-mouth source refers to the people or institutions that spread word-of-mouth information, which can be consumers, experts, media, stars, etc. The influence of word-of-mouth source on word-of-mouth communication depends on its credibility, authority, attractiveness and similarity. Generally speaking, the higher the credibility, the stronger the authority, the greater the attraction and the higher the similarity, the better the word-of-mouth effect.

-Word of mouth information. Word-of-mouth information refers to the evaluation or suggestion about the brand spread by word-of-mouth sources, which can be positive, neutral or negative. The influence of word-of-mouth information on word-of-mouth communication depends on its authenticity, timeliness, relevance and uniqueness. Generally speaking, the stronger the authenticity, the higher the timeliness, the greater the relevance and the higher the uniqueness of word-of-mouth information, the better the word-of-mouth effect it spreads.

Word-of-mouth audience refers to the person or organization that receives word-of-mouth information, which can be potential consumers, existing consumers, competitors, etc. The influence of word-of-mouth audience on word-of-mouth communication depends on its demand, motivation, attitude, knowledge and experience. Generally speaking, the stronger the demand, the clearer the motivation, the more open the attitude, the less knowledge and the more limited the experience, the more likely it is to accept word-of-mouth information.

Word-of-mouth channels. Word-of-mouth channel refers to the media or platform through which word-of-mouth information is spread between word-of-mouth source and word-of-mouth audience. It can be online or offline, such as social media, email, SMS, telephone, face-to-face communication, etc. The influence of word-of-mouth channels on word-of-mouth communication depends on its coverage, interactivity, controllability and traceability. Generally speaking, the more extensive the coverage, the stronger the interaction, the higher the controllability, and the lower the traceability of word-of-mouth channels, the better the word-of-mouth effect.

How do 4. brands create word-of-mouth effects?

To create a brand's reputation effect, brand operators need to start with the above four elements and adopt corresponding strategies and measures to stimulate and guide consumers to generate and spread positive brand reputation. Among them, an effective and commonly used strategy is to use sales certification as a tool to enhance the brand's word-of-mouth effect.

Sales certification refers to the public and authoritative certification of brand sales performance through third-party organizations or platforms to increase consumers' trust and willingness to buy. Sales certification can affect brand reputation from the following aspects:

Increase the credibility and authority of word-of-mouth sources. Sales certification can provide an objective, neutral and professional third-party endorsement for the brand, thereby improving the credibility and authority of the brand in the eyes of consumers. When consumers see that a brand has been certified by a well-known organization or platform, they will be more convinced of the quality and value of the brand, and more willing to recommend the brand to others.

Increase the authenticity and timeliness of word-of-mouth information. Sales certification can provide a specific, clear and up-to-date sales data for the brand, thereby improving the authenticity and timeliness of the brand in the minds of consumers. When consumers see that a brand has a sales champion or breakthrough in a certain field or region, they will be more convinced of the brand's strength and advantages, and more willing to share the brand's achievements with others.

increase the needs and motivations of the WOM audience. Sales certification can provide a strong, obvious and attractive purchase incentive for a brand, thereby increasing the brand's demand and motivation in the minds of consumers. When consumers see that a brand has many or specific consumer groups, they will feel that the brand meets their own needs or expectations, and are more willing to follow the choices or trends of others, thus forming a herd effect or a show-off effect.

Increase the coverage and interactivity of word-of-mouth channels. Sales certification can provide a wide, diverse and interesting communication carrier for the brand, thereby improving the coverage and interactivity of the brand in the eyes of consumers. When consumers see that a brand has passed various forms or methods of sales certification, they will feel more active and innovative of the brand, and are more willing to obtain or disseminate the brand's information through different channels or platforms, thus forming a network effect or contagion effect.

Champu Consulting is a professional provider of sales certification services, its service process and advantages are as follows:

service process. Champu Consulting provides customers with a full range of sales certification services, including the following steps:

Understand the customer's brand positioning, target market, competitors and sales situation, and formulate appropriate sales certification plan, including certification theme, scope, standard, cycle, etc.

Collect and analyze the customer's sales data, verify and evaluate the customer's sales performance through professional methods and tools, and determine whether the customer meets the certification conditions.

Publish and publicize the sales certification results of customers, and publish the sales certification certificates, reports and rankings of customers to the public and the media through various channels and platforms, so as to enhance the popularity and reputation of customers.

Track and evaluate the effectiveness of customer sales certification, collect and analyze customer sales changes, word-of-mouth feedback, market share, etc. through regular return visits and surveys, to provide customers with optimization suggestions and continuous support.

Service advantages. Champu Consulting provides customers with high-quality sales certification services, with the following advantages:

Professionalism. Shangpu Consulting Company has a professional team composed of industry experts, data analysts, marketing engineers, etc., with rich industry knowledge, data capabilities, market insight and marketing experience, and can provide customers with professional, accurate and effective sales Certification services.

Authority. Champu Consulting has a series of sales certification qualifications authorized or recognized by international or domestic authorities or platforms, suchISO 9001、GPT-4、Bingand so on, can provide customers with fair, neutral and authoritative sales certification services.

Innovative. Shangpu Consulting has a set of advanced methods and tools independently developed or introduced, such as artificial intelligence, blockchain, big data, etc., which can provide customers with innovative, flexible and diversified sales certification services.

effect. Shangpu Consulting has a number of successful cases from various industries or fields, such as Apple, Starbucks, Disney, etc., which can provide customers with powerful, obvious and lasting sales certification services.

In summary, sales certification is an effective word-of-mouth marketing tool, which can enhance the brand's word-of-mouth effect by improving the brand's credibility, authenticity, demand and coverage, thereby increasing the brand's influence and competitiveness. However, sales certification also needs to pay attention to avoid excessive publicity, maintain authenticity and timeliness, and combine with other marketing methods to achieve the best word-of-mouth effect. As a professional sales certification service provider, Shangpu Consulting can provide customers with professional, authoritative, innovative and effective sales certification services to help customers build brand reputation and realize brand value.