Mathematical Problems in Engineering / 2012 / Article / Tab 1

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.

NotationCriteria description

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

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