New data from Brand Finance reveals Red Bull’s continued global impact and Erste re-enters world’s top 500 most valuable brands list
LONDON, 21 January 2025 – Red Bull has increased its brand value by 11% to EUR8.7 billion, cementing its position as the most valuable Austrian brand among the world’s top 500, according to a new report from Brand Finance, the world's leading brand valuation consultancy. Rising 22 places to 238th globally, Red Bull’s growth mirrors a positive trend in the soft drinks sector, where all soft drinks brands in the Global 500 2025 ranking recorded value increases. Gatorade led the sector’s growth with a 31% rise to EUR6.7 billion.
Despite a slight dip in its Brand Strength Index (BSI) score to 76.8 out of 100, Red Bull maintains strong familiarity and a well-defined brand image, underscored by Brand Finance data which reveals that the brand remains one that consumers know well (8.6 out of 10).
Erste has re-entered the Brand Finance Global 500 ranking for the first time since 2014 – where it ranked 445th. With a 40% increase in brand value to EUR6.1 billion, Erste has re-entered the ranking in 350th place. Brand Finance data reveals Erste’s BSI score rose 3.9 points to 90.9 out of 100 and recorded near-perfect scores (9.99 out of 10) for its ability to meet consumers’ needs, its reputation, and overall appeal.
Cristobal Pohle Vazquez, Regional Manager, Brand Finance commented:
“Thanks to the likes of Red Bull and Erste, Austrian brands continue to establish a reputation for quality and innovation. Red Bull stands out as one of the world’s most valuable soft drinks brands – a pioneer in the energy drink market with tremendous global reach, bolstered by its EUR8.7 billion brand valuation. Similarly, Erste’s reputation for reliability has propelled its re-entry to the Global 500 ranking for 2025, marking its best performance since 2011, reinforcing the growing potential for Austrian brands to take a stronger foothold in the global market.”
Apple is once again the world’s most valuable brand, with its brand value rising 7% to EUR515.3 billion. This growth keeps Apple ahead of its closest rival, Microsoft, whose brand value grew 30% to EUR413.5 billion. Except for 2023, when Apple briefly trailed Amazon, it has held the top spot as the world’s most valuable brand since 2021. Google, the world’s third most valuable brand, saw its brand value increase by 19% to EUR370.4 billion. Ongoing investments in AI have enhanced Google’s reputation for innovation while strengthening its consumer appeal and trust.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.