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© M. Hirsch © M. Hirsch
Vienna. (ede) Energydrinks, crystal jewelry, silver games: Red Bull, Swarovski and Novomatic are the most valuable brands in Austria, according to the European brand-based institute based in Vienna. The distance from Red Bull to number 2 is considerable: With around 15.4 billion euros of brand value, the manufacturer of energy drinks is worth about four times more than the crystal company with 3.6 billion euros. ; euro.
In squares 4 to 10 Spar, Raiffeisen, ÖBB, Erste Group, OMV, XXXLutz and Vienna Insurance Group (VIG) are among the most important Austrian brands. According to Gerhard Hrebicek, CEO of the European Brand Institute, Red Bull is the only brand of worldwide significance in Austria, said Wednesday the press study Brand Value Study 2018.
More of 68 billion
cans sold worldwide
The cult drink began in 1982, when Styrian Dietrich Mateschitz, then marketing director for toothpaste manufacturer Blendax, encountered a drink called Krating Daeng (Red Bull) during from a visit to Thailand, which helped him overcome the jet lag. In collaboration with the Thai Yoovidhya Chalerm founded Mateschitz in Austria, Red Bull GmbH, based in Fuschl am See, Salzburg.
In 1987, the drink arrived on the market, made its triumphal procession in the world thanks to a skilful marketing and made Mateschitz the richest of the Austrians. According to the company, more than 68 billion cans of Red Bull have been consumed since its launch on the global market.
The traditional family business Swarovski is comfortable in the world of luxury brands. The foundation was founded in 1895 in Wattens, Tyrol, by the crystal crusher Daniel Swarovski and his partners. In 1913 Swarovski started his own crystal production. The precious stones of the Tyrol were in great demand by Parisian fashion houses and jewelers. 1948, the optical Swarovski business branch was founded. In 1976, a small crystal mouse marks the beginning of a new product strategy, namely the manufacture of finished crystal objects. Swarovski has more than 2800 stores worldwide.
About 2100 places
around the world
The Novomatic Group of Lower Austria was founded in 1980 by Johann F. Graf, has offices in more than 50 countries. system, lottery system solutions and services in more than 75 countries. The group operates a total of approximately 270,000 gaming terminals and video lottery terminals (VLTs), including some 2,100 casinos and electronic casinos, as well as leasing models.
According to Hrebicek, Novomatic increased its mark from 7.5% to 3.4%. Billion euros, making it "the emperor of growth" this year, followed by Erste Group (+ 5.8%) and OMV (+ 4.7%).
Together, the ten largest Austrian brands are worth around 33,255 billion euros, The basis for the study of the value of the brand is the "Top Trend Top500 of the best-selling Austrian companies" from June 2018. Of these, domestic enterprises were considered to be more than 45% owned by Austrians
. In the words of Hrebicek, Austria needs a national brand strategy and a tendency to emigrate Austrian brand companies to international property to emigrate.
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