While the economy moans, the top brands of Austria show muscles! The new brand value study 2025 of the European Brand Institute (EBI) revealed: despite probably the third year of the recession in a row, the most valuable domestic companies are led by the energetic high-flyer Red Bull.
With dizzying 19.6 billion euros in brand value (+3.3 %), Red Bull not only dominates the domestic competition-the manufacturer of the energy drink is the only Austrian company in the worldwide top 100 of the most valuable brands. The success factors: the smart use of artificial intelligence (AI) in advertisements and even more huge investments in sport and sponsorship make Red Bull an unbeatable marketing machine, analyze the study makers. Due to aggressive brand management, Red Bull has outsourced the competition in the energy reduction segment.
Only companies that are more than 45 percent in Austrian ownership
In the ranking there are only companies that have more than 45 percent in Austria’s ownership. Gambling gambling Novomatic claims in second place with EUR 3.86 billion (+3.1 %)-and according to the study proves that sustainability and technology can harmonize well. The company shines with projects such as the largest group -wide photovoltaic system in Austria.
Keep: commercial gigantic spruce (2.68 billion euros, +2.9 %). The food group shows how regionality and digitization go hand in hand, from smart supply chains to plastic -accelerated packaging.
Öbb: the climate -friendly pioneer
With EUR 2.33 billion (+2.9 %), ÖBB is in 4th place as one of the European pioneers in green mobility. The mass expansion of infrastructure and fleet reinforces the market position. Moreover, the ÖBB, just like Spar, are an important student trainer.
The financial sector is a crisis festival: the first group bank (2.27 billion euros, +3.6 %) scores as a digital pioneer, while the Raiffe requirements Banking Group (EUR 2.07 billion, +1.2 %) plays its strong regional anchoring.
Swarovski Schafft Comeback
The comeback of the year celebrates Swarovski: with EUR 2.25 billion (+3.0 %), the Crystal King climbs to 6th place that is conducted by young collections, influencer cooperation and a radical rejuvenation process of the Merkimago.
Sensation Climber is XXXLUTZ: The furniture gigantic catapults itself in the top 10 with EUR 1.21 billion (+1.8 %)-partly thanks to the expansion of internationalization.
Top brands evidence of resistance
Despite the difficult market situation, OMV (EUR 1.21 billion, -5.9 %) is in the circle of the elite. The key: the 2030 transformation strategy with a focus on circular economy and sustainable chemical solutions.
In Stormy Times, strong brands prove their resistance, research manager Prof. Dr. Gerhard Hrebicek together. While the economy of Austria is shrinking by 1.2 % in 2024, the top 10 brands increased by an average of 2.7 %. The message is clear: everyone who invests in digitization, green strategies and clear stories also tell economic dry spells.
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
