Adidas is now a stronger brand than Rolex, Chanel and Gucci, report

Adidas climbs from 25th position to become the fourth-strongest European brand in 2025, according to a new report from Brand Finance, the global independent brand valuation consultancy. Adidas now commands a Brand Strength Index (BSI) score of 93.4/100 and an equivalent AAA+ rating.

The Adidas brand is valued at EUR16.6 billion, up 23% this year. According to Brand Finance research, this growth is supported by strong brand perceptions - scoring 9.6 out of 10 for knowledge, 9.7 for credibility, and 9.4 for appeal.

Brand behaviours also remain solid, with scores of 9.0 for selection, 9.5 for price acceptance, and 9.1 for advocacy. These strong scores highlight Adidas’ ability to maintain consumer trust, relevance, and loyalty in an increasingly competitive market.

Deutsche Telekom (brand value up 12% to EUR76.5 billion) retains its title as the most valuable European brand, and the world’s most valuable telecoms brand. Since 2020, the T brand’s value has grown significantly, reflecting the company's strong market position and consistent strategic investments. In Brand Finance’s Global 500 2025 ranking, T also secured the 11th spot globally across all sectors. This achievement highlights its sustained growth and increasing influence beyond telecommunications, positioning it as a key player on the global stage.

Cristobal Pohle Vazquez, Associate Director, Brand Finance: “T’s masterbrand strategy has streamlined operations and boosted brand perception across markets according to Brand Finance research, which reveals high scores for innovation, customer service, customer friendliness, and recommendation. Our data reflects T’s strong commitment to meeting customer needs and staying ahead of industry trends, which has solidified its position as a global telecoms leader.”

Mercedes-Benz (brand value down 14% to EUR47.6 billion) retains its position as the second-most valuable European brand; however, the ranking highlights a decline across German auto brands, reflecting sector-wide challenges amid shifting market dynamics and persistent global economic uncertainty. Of the seven German car brands included, only Audi saw an increase in brand value, going up 13% to EUR15.2 billion.

Allianz Group is the third-most valuable European brand, its brand value increasing by 2% to EUR44.7 billion. The Allianz brand has remained steady this year, with Brand Finance research finding it achieved very strong results for familiarity, credibility and appeal in the Euro-area. Meanwhile, it achieved weaker results in the same brand strength areas in European non-Euro nations Switzerland, Sweden, and the United Kingdom.

SAP has entered the top 10 most valuable European brands, increasing its brand value by 25% to EUR28.2 billion. This growth is largely driven by a surge in cloud revenues, bolstered by the company’s acquisition of WalkMe in September 2024, which aims to strengthen SAP’s digital adoption capabilities and strengthened its enterprise cloud offerings.

www.brandfinance.com

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