Red Bull is Austria’s most valuable brand, report

Austria’s 25 most valuable brands increased their collective value by 14 percent in 2025, reaching €40 billion, according to the Austria 25 2025 report from Brand Finance. The growth rate significantly outpaces that of neighbouring Germany and Switzerland, underscoring Austria’s momentum in brand value across the region.

Red Bull retains its position as the country’s most valuable brand, rising 11 percent to €8.7 billion. The company continues to expand globally through sports sponsorships, digital marketing, and sustainability initiatives, including recyclable packaging and low-carbon logistics. Red Bull also leads on sustainability perceptions, with a Sustainability Perceptions Value of €887.8 million and a positive gap value of €304.2 million, suggesting the brand could unlock further value through stronger communication of its sustainability efforts.

Banking sector drives brand value surge

Erste Bank recorded a 40 percent increase in brand value to €6.1 billion, ranking as Austria’s second most valuable brand. The bank scored highly on consumer trust, recognition, and advocacy, supported by its digital platform George. Raiffeisen Bank International followed closely, with a 39 percent rise to €3.1 billion, further highlighting the strength of Austria’s banking sector.

Billa emerged as the fastest-growing Austrian brand of 2025, with its brand value rising 70 percent to €2 billion. Climbing six spots to enter the top 10 at fifth place, the supermarket chain benefited from strong performance in Central and Eastern Europe, particularly in Bulgaria, where sales rose 15 percent in 2023.

Strong performance across sectors

Erste was also ranked as Austria’s strongest brand, driven by consumer trust and advocacy. ÖBB placed second, with brand value up 26 percent to €1.8 billion, supported by punctuality rates of around 94 percent. Wiener Städtische ranked third, increasing 30 percent to €440 million, boosted by premium growth and improved profitability.

A new entrant in the top 25 is Bwin, valued at €489 million, reflecting the growing importance of digital betting and gaming within Austria’s economy.

Cristobal Pohle Vazquez, Associate Director at Brand Finance: “Austrian brands are showing remarkable resilience and momentum this year, with the rankings collective value rising by 14%, outpacing larger neighbours in the DACH region. This growth reflects not just the success of a few market leaders, but a broad story of sectoral strength, from banking and retail to transport and leisure. The depth and diversity of Austria’s brand landscape give it a true competitive edge, supporting sustainable growth in a challenging global environment, inspiring confidence both at home and abroad.”

Other notable brand movements

Bank Austria grew 63 percent to €944 million, benefiting from lending expansion and its branch network. Novomatic entered the top 10 with a 53 percent rise to €1.6 billion, driven by international expansion and digital gaming innovation. XXXLutz increased 38 percent to €1 billion, becoming Austria’s 11th “billionaire brand” thanks to acquisitions and European retail growth. Insurance company UNIQA saw its brand value climb 21 percent to €1.5 billion, supported by premium growth and higher profits.

In total, 15 of Austria’s top 25 brands recorded growth in 2025, spanning 14 different sectors—a sign of the broad-based strength behind the country’s brand value performance.

www.redbull.com

www.brandfinance.com

Follow Marketing Report on LinkedIn