I will just take the original text from the website:
One is to certify organizations that are recognized partners or franchisees and the second is to certify competence in specific sector skills. A typical certification program is divided into levels (most use the bronze, silver, gold, platinum scale) and sets different conditions for the partners, based on their level (paying a yearly fee, and having one or several people trained on the product). In return, the partner gets a "certified" stamp, and has some advantages like a dedicated hotline for support and several demo products). The partner is "certified" for selling and supporting the product, and for providing added value.
For individuals certification, you might want to see this: