Main goal

First level indicator

Weight

Rank

Second level indicator

Weight

Rank

Brand management ability

Brand awareness

0.278

2

Annual advertising investment

0.188

3

Website click rate

0.342

2

Awareness farms

0.470

1

The brand reputation

0.266

3

Award level

0.199

3

Customer evaluation

0.494

1

Media evaluation

0.307

2

Brand loyalty

0.455

1

Customer return rate

0.461

2

Visitors revisiting rate

0.539

1