The proposed model comprises three stages. The first stage involves three steps,
during which the modified Delphi method uses the most appropriate evaluation criteria
for a brand name. The second stage comprises six steps, during which the AHP theory
is applied to calculate the weight of the decision evaluation criterion and assess the
effectiveness of the brand naming model. During the third stage, inquiries are made
regarding sensitivity analysis because the criteria weights of the evaluation criterion
change, with the degrees of relative change of other evaluation criteria simultaneously
changing. These stages are detailed below: