Table 1: Fifteen criteria used for assessing the value of brand equity.

Notation Criteria description x 1 Brand leadership x 2 Brand stability x 3 Market x 4 International reach of brand x 5 Brand trend x 6 Marketing support x 7 Legal protection of brand x 8 Market quality x 9 Dominance of relevant market x 10 International orientation x 11 Brand status x 12 Monetary basis x 13 Prestige driver x 14 Loyalty driver x 15 Expansion driver