Austrian company is world’s third best brand

Brand Finance, one of the world's leading brand valuation and strategy consultancies, has released its annual brand power report, which shows that Red Bull holds its position as the third strongest brand in the world, behind new leader Lego and with PWC in second place.

Austrian company is world's third best brand

A brand's power is measured in terms such as familiarity, loyalty, promotion, staff satisfaction and corporate reputation.  This year's winner, Danish toy brand Lego, supplants last year's winner Ferrari, which tumbled to ninth position in the list of the world's most powerful brands.

Lego overtook Ferrari on name recognition, especially with the release of the Lego movie, while Ferrari's star began to wane with several poor seasons in the F1 title stakes in motorsport.

Austrian brand Red Bull, a global beverages manufacturer with strong support in adventure sports, has an estimated brand value of $7.4 billion.

By way of comparison, the world's most valuable brand is Apple, with an estimated brand value of $128 billion, and a brand growth of 23 percent.

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Record profits for Red Bull in 2015

Austrian energy drink maker Red Bull said it posted record profits of 501 million euros ($559 million) in 2015, an increase of 35 percent, according to the economics magazine Trend.

Record profits for Red Bull in 2015
Photo: Paul Gillingwater

The unlisted firm, which does not directly publish its figures, saw drink sales nudge up 6.1 percent to 5.96 billion cans, its turnover rise 20 percent to 3.2 billion euros, and operating income soar by 90 percent to 633.3 million euros, according to Trend.

Red Bull's bottom line was boosted by a cost-cutting programme and a weaker euro, the magazine reported.

Distributed in 169 countries, sales of the energy drink took off in several markets, including Turkey (up 25 percent), South Africa and Saudi Arabia (19 percent), India (18 percent), Poland (18 percent) and Germany (16 percent).

Forty-nine percent of the company is owned by Austrian entrepreneur Dietrich Mateschitz, who set it up in 1987, with the remaining 51 percent stake held by the Thai Yoovidhya family, who own the patent to the drink.

Red Bull is a major sponsor of football, Formula One and extreme sports.