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