In its edition of 1 February 2008 the Austrian newspaper Kurier reports that Austrian consumers prefer brand articles and are willing to pay more for high quality brands. The Kurier further states that this trend seems to be in contrast to consumer behaviour in neighbouring Germany, where consumers appear to prefer no name articles.

Günter Thumser, President of the Markenartikelverband (MAV), an association of Austrian brand owners, welcomes this development. To further boost this trend and heighten brand awareness the Markenartikelverband will today start a new advertising campaign in Austria, which will include posters, print advertisements and TV spots. The campaign slogan will be "Watch out for the brand" ("Achten Sie auf die Marke").