INVITATION EXCLUSIVE INTRODUCTION

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1 INVITATION EXCLUSIVE INTRODUCTION eurobrandforum 21 January 2014, Bucharest Austrian Embassy Romania Commercial Section

2 Speaker KommR DI Dr. Gerhard Hrebicek, MBA President European Brand Institute Mag. Rudolf Lukavsky Commercial Counselor Austrian Embassy, Romania Mag. Manfred Lepuschitz Vice President Global Marketing Fashion TV International Prof. Teo Teaha Managing Director Teaha Management Consulting

3 Presentation of the brand initiative for Romania and a global perspective on brand value for companies and economies KR DR. Gerhard Hrebicek President European Brand Institute

4 About us Europe s future is based on valuable brands KR Dr. Gerhard Hrebicek, President

5 THE POWER OF INTELLECTUAL PROPERTY eurobrand - the independent brand and patent valuation experts and management consultancy. eurobrand is the exclusive valuation partner of European Brand Institute with two decades of proven experience in the field of brand and IP valuation. We are Europe s number one address for innovative, tailor made structures in the areas of corporate finance, balance sheet activation of brands & IP and increasing brand & IP efficiency. In building brand- and IP-oriented company structures, eurobrand supports the European economy and guides also small and medium-sized companies to maximize brand & IP value and sustainability. eurobrand proves and enlarges its competence continuously through independent brand & IP valuation and research and its contribution to national and international standardization. Services Portfolio Brand & IP Valuation and reports Brand and patent licenses valuation Brand & IP balance activation and organizational structures Analysis and reporting tools Brand & IP oriented top executive events: eurobrand forum and eurobrand symposiums Benchmarking database of more than brand companies within 24 countries and 16 industries Application Sales of Brands and Patents Contributions in kind Mergers and Akquisitions Balance sheet activation of Brands and Patents Collateral for the protection of loans Definition of License fees Definition of the value in litigation Claims for compensation Liquidation of pledged Brands & Patents

6 THE POWER OF INTELLECTUAL PROPERTY VALUATION PRINCIPLES Valuation motives Legal aspects Value concepts Behavioural aspects Financial aspects BRAND VALUATION Economic life-time Brand function Market Approach Cost Approach Multiple Approach Royalty Approach Income Approach

7 THE POWER OF INTELLECTUAL PROPERTY eurobrand GmbH

8 THE POWER OF INTELLECTUAL PROPERTY The wealth creation opportunity of brands Future Business 3X Top line Profit Based on value creation benchmarks derived across projects over 2 decades across sectors globally Current Business Top line Profit Brand & Product /Services Portfolio IP Assets & Relationships Tangible assets (Factories, Building etc) 3X to 5X potential Brand & Product/Services Portfolio IP Assets & Relationships Tangible assets (Factories, Building etc) eurobrand GmbH

9 THE POWER OF INTELLECTUAL PROPERTY eurobrand GmbH

10 THE POWER OF INTELLECTUAL PROPERTY Comparison eurobrand GmbH

11 THE POWER OF INTELLECTUAL PROPERTY Brands create wealthy economies U.K. France Switzerland The Netherlands Finland Austria Denmark Russia Portugal Hungary Slovenia Slovakia Romania Top 10 brand values per country 38 Mrd. 159 Mrd. eurobrand GmbH 2011

12 THE POWER OF INTELLECTUAL PROPERTY Brands create wealthy economies Finland Luxembourg Denmark Belgium U.K. France Germany Italy Portugal Hungary Czech Republic Poland Romania 2,3% 2,1% 1,8% 1,3% 1,1% 1,1% 0,8% 0,7% 0,2% Top 10 brand values / GDP (PPP) 10,5% 10,1% 9,8% 9,6% 8,7% 8,5% 6,6% 5,2% 5,0% 4,8% 13,6% 17,6% 16,3% 22,1% 20,4% 31,9% 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% eurobrand GmbH 2011

13 GDP per Capita (PPP) THE POWER OF INTELLECTUAL PROPERTY Brands create wealthy economies Norway USA The Netherlands Austria Germany Belgium France U.K. Japan Europa Average Europe Italy Spain Slovenia Czech Republic Portugal Slovakia Poland Hungary Croatia Russia Romania Bulgaria Sweden Denmark Switzerland Finland China 0 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% Top 10 brands/gdp (PPP) eurobrand GmbH 2011

14 THE POWER OF INTELLECTUAL PROPERTY The value of brands in Europe WEST EU concentration of brand competence Western countries dominate brand landscape Huge potential for Eastern Europe Possibilities to develop national brands Foreign dominance in Financial Services, Consumer Goods, Telco und Retail Potential to develop Romania s brands! West-East divide

15 The Romanian Initiative eurobrandforum in June 2014 in cooperation with Romanian Brand Rating and Award 2015 BRAND [ LIFE ] AWARD a lifetime for the brand Brand valuation projects

16 Partnership TOPICS e.g. Romania in cooperation with Strengthen Brand Management in Romania Mechanisms of a brand, best practice Increase the perception of brands & IP Brand oriented company structures Brand efficiency best practices Licensing, Tax, Balance sheet activation Duration: 1/2 day Target group: CEOs, CFOs, CMOs, Brand Manager, Media, Attorneys & Tax Consultants, PR- & Advertising-Agencies PARTNERSHIP OPPORTUNITIES: Co-Organization, Fund raising, Sponsoring, Know-How Transfer Positions you with competence and leadership, creates high PR Values

17 eurobrand Romania Romania s first brand value study Rating of 100 Brands Analysis in 16 industries Publication of Romania's TOP 10 most valuable brand corporations Industry Analyses for publication Detailed Reports for participants

18 BRAND [LIFE] AWARD Romania AWARD CEREMONY PR-Event as a part of eurobrand forum to honor a personality, who dedicated its life to build a unique brand to tribute leadership, continuity and sustainability to acknowledge personal efforts and passion AN EMOTIONAL LINK TO BRAND VALUE CREATION BRAND [LIFE] AWARD

19 Partnership BRAND VALUATION PROJECTS PROJECT COOPERATION to provide valid figures for transactions, M&As, balance sheet activation, etc. to identify brand value drivers for growth to implement value based brand management & reporting to set up brand oriented company structures to foster tax planning and compliance

20 In search for partnerships PARTNERS in following AREAS Forum Co-Organization, Fund raising, Sponsoring, Know-How Transfer Organization Committee Media Partners Valuation to provide valid figures, communicate with clients, etc.

21 Europe`s future is based on strong brands and IP Rights! KEEP ON BRANDING!

41 T Korea, Rep. 52.3. 42 T Netherlands 51.4. 43 T Japan 51.1. 44 E Bulgaria 51.1. 45 T Argentina 50.8. 46 T Czech Republic 50.4. 47 T Greece 50.

41 T Korea, Rep. 52.3. 42 T Netherlands 51.4. 43 T Japan 51.1. 44 E Bulgaria 51.1. 45 T Argentina 50.8. 46 T Czech Republic 50.4. 47 T Greece 50. Overall Results Climate Change Performance Index 2012 Table 1 Rank Country Score** Partial Score Tendency Trend Level Policy 1* Rank Country Score** Partial Score Tendency Trend Level Policy 21 - Egypt***

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