4. Conclusion

The explanation of the proposed branding architecture is perhaps not detailed enough to avoid some people thinking it's a new label.

To avoid any confusion, three additional points need to be made.

• In terms of performance, evaluation does not imply relevance.

  Existing labels are primarily designed for evaluation purposes. This presupposes the existence of a reference framework and the designation of reference values.

  The aim is therefore to determine a level of performance that is, in a way, reified, since the object of investigation is generally limited to a single aspect of operation (monocriteria), independently of other parameters. Attempts at a multi-criteria approach are underway, but are slower to materialize, given the interdependence of the factors analyzed....