Research Article
A Hybrid Network Model to Extract Key Criteria and Its Application for Brand Equity Evaluation
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 |
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