What is the Value of Brands and Patents?

For the First Time, Standards Made in Austria Permit Harmonised Valuations World-Wide

VIENNA, January 31, 2011 - Brands and patents as measurable assets for shareholders and stakeholders
as well as the importance of intangible assets in the sale or mergers and
acquisitions (M&A) were in the focus of a press briefing that took place on
20th January 2011 in the Customer Area of Austrian Standards in Vienna.

The panellists were DI Dr. Karl Grün, Director Development of Austrian
Standards Institute, DI Dr. Gerhard Hrebicek, MBA, Executive Director of the
European Brand Institute, Mag. Dr. Friedrich Rödler, President of the
Austrian Patent Office, and Mag. Alexander G. Welzl, Chairman of the
Commission on Intellectual Capital of EFFAS, the European Federation of
Financial Analysts Societies.

Together with experts of the Austrian Patent Office and the European
Brand Institute as well as financial analysts, patent attorneys and lawyers,
Austrian Standards pioneered the introduction of ÖNORM A 6800 on brand
valuation and ÖNORM A 6801 on patent valuation.

Up to now, it was almost impossible to valuate intangible assets for
financial reporting or for comparisons. Highly different valuation models
frequently only focused on behavioural or technological aspects or
exclusively took account of financial transactions and reporting. For this
reason, the two Austrian standards ÖNORM A 6800 and A 6801 were developed
that, for the first time, permit harmonised, comparable and holistic
valuations.

    The full story with statements of the panellists:
    www.as-institute.at/index.php?id=6813&L=1

    Bibliography

    ÖNORM A 6800 Valuation of the intangible asset "brand"
    ÖNORM A 6801 Method for patent valuation

    Contact

    Austrian Standards plus inc. (GmbH)
    Heinestrasse 38, 1020 Vienna, Austria
    Customer Care Center
    Tel: +43-1-213-00-444
    Fax: +43-1-213-00-818
    sales@as-plus.at
    www.as-plus.at/shop

    Press Contact
    comm:unications - PR Agency
    Mag. Monika Strachalski, MA
    Tel: +43-1-315-1411-0
    monika.strachalski@communications.co.at

Contact: Austrian Standards plus inc. (GmbH), Heinestrasse 38, 1020 Vienna, Austria, Customer Care Center, Tel: +43-1-213-00-444, Fax: +43-1-213-00-818, sales at as-plus.at; Press Contact: comm:unications - PR Agency, Mag. Monika Strachalski, MA, Tel: +43-1-315-1411-0, monika.strachalski at communications.co.at