Red Bull remains Austria's most valuable brand

With the exception of OMV, the ten most valuable brands in Austria recorded increases. OMV had its second consecutive loss. Study author Gerhard Hrebicek does not expect a further decline in OMV's brand value, although such a development is quite common in the course of the company's repositioning.

Most Valuable Brands in Austria: ÖBB Tops in Sustainability

The OMV brand is currently worth less than it was ten years ago, while market leader Red Bull has increased in value by a good quarter, according to the comparison presented for the 22nd time this year by the European Brand Institute (EBI). Red Bull remains the only Austrian company among the 100 most valuable brands in the world. The digital share of brand value is growing disproportionately compared to the overall brand value, said EBI President Hrebicek. In addition to digital transformation, the increased awareness of sustainability is also crucial for the growth of brand value. For the sixth consecutive time, ÖBB has been recognized as Austria's leading brand company in the field of sustainability.

"A strong brand landscape" is "a central economic factor for the future of Austria as a location," says Hrebicek. He wishes for a "broadly supported brand initiative as an economic policy impulse." An Austrian brand initiative would be important, confirmed Herbert Kovar from Deloitte Austria, Gerald Ganzer, partner at Lansky, Ganzger, Goeth & Partner, as well as Monika Rintersbacher, managing director of Leitbetriebe Austria, at the joint press conference.

(APA/red)

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