First, the principle of brand sales certification
The principle of brand sales certification is based on the following assumptions:
1) Brand sales is one of the most direct, objective and quantifiable indicators to reflect the market performance and consumer recognition of the brand. The higher the sales of a brand, the more popular the brand is in the market and the more confidence consumers have in the brand.
2) Brand sales are affected by a variety of factors, including internal factors such as product quality, advanced functions, services, channels, and publicity, as well as external factors such as market demand, competitive environment, policies and regulations, and social culture. Therefore, by comparing the changes in the sales of each brand in different time periods, different regions and different market segments, the degree and direction of the impact of each factor on brand sales can be analyzed.
3) Brand sales is a dynamically changing indicator that needs to be statistically analyzed and updated regularly. With the changes in the market environment and consumer demand, the share, ranking, growth rate and other indicators of each brand in different market segments will also change. Therefore, it is necessary to determine a reasonable statistical period and evaluation criteria according to the actual situation, and release the latest evaluation results in a timely manner.
Second, the method of brand sales certification
According to the above principles, brand sales certification usually includes the following steps:
1) Choose a certification body or platform: Brands need to choose a credible and professional third-party agency or platform as a certification partner according to their own goals and needs. For example, brands can choose industry associations, authoritative e-commerce platforms, well-known e-commerce platforms, etc. as certification bodies or platforms;
2) Provide sales data: Brands need to provide their own sales data to the certification body or platform, including sales, sales volume, market share, consumer evaluation, etc., so that the certification body or platform can verify and analyze. Brands need to ensure the authenticity and accuracy of data and avoid fraud and exaggeration;
3) Accept the certification results: The certification body or platform ranks, calculates, evaluates, etc. the brand according to the data provided by the brand, as well as its own standards and methods, and publishes the certification results.
The certification results usually include indicators such as the brand's share, ranking, and growth rate in various market segments, as well as corresponding ratings and honorary titles, such as "sales champion", "sales dark horse", "sales star", etc.
3. The practice of brand sales certification
Brand sales certification is a practical brand management tool, which can help brands understand their market position and competitiveness, evaluate the effectiveness and problems of their own brand management, and provide basis and guidance for brands to formulate strategies and tactics. The practice of brand sales certification is mainly reflected in the following aspects:
1) Brand positioning: Brand sales certification can help brands clarify their positioning and goals in the market, as well as differentiation advantages from competitors.
By comparing the sales, market share, user satisfaction and other indicators of each brand in different market segments, brands can understand their performance and position in each market segment, as well as the gaps and advantages with competitors, so as to determine their brand positioning and goals, such as leaders, challengers, followers, experts, etc.
2) Brand design: Brand sales certification can help brands optimize their brand design and communication to enhance brand awareness and reputation.
By analyzing the sales, market share, user satisfaction and other indicators of each brand in different market segments, brands can understand the effects and problems of their own brand design and communication, as well as the needs and preferences of consumers, so as to optimize their brand name, logo, slogan, story, image, etc., as well as brand publicity, promotion, marketing and other ways and channels to enhance brand awareness and reputation.
3) Brand maintenance: Brand sales certification can help brands maintain their brand loyalty and influence to enhance their competitiveness and profitability.
By monitoring the changes in sales, market share, user satisfaction and other indicators of each brand in different market segments, brands can understand the trends and reasons for the changes in their brand loyalty and influence, as well as the changes in the market environment and consumer demand, so as to adjust and optimize their brand strategies and actions in time to enhance the competitiveness and profitability of the brand.