_QUALITY: the brand linked to products or premium services that exemplify the highest standards in quality, style, image, service level, design (if any), creativity and innovation.

_EXCELLENCE IN PRODUCTION PROCESSES AND / OR THE PROVISION OF SERVICES: The brand must correspond to products manufactured or services provided with the highest standards of excellence, specially handicrafts.

_CREATIVITY: The brand must identify products or services resulting from a relevant creative process.

_IDENTITY: Strong identity well received by the recipients of products or services marketed by the candidate.

_INTERNATIONAL FOCUS: the brand must have an international reputation or its owner should be striving to promote through international channels.

_SELECTIVE DISTRIBUTION: in case of products, distribution must follow selective criteria.