Key Insights from “Brands for the Future”: Capturing Digital Brand Value

Brands have the power to create lasting economic and social value, shaping not only markets but also society, a topic that sparked lively discussion at the 21st Brand Global Summit. In this article, we explore insights from the 2025 digital brand valuation, with a focus on Germany, Austria, and Switzerland.

Kinga Forró

Digital Business Analyst

Brands have the power to create lasting economic and social value, shaping not only markets but also society, a topic that sparked lively discussion at the 21st Brand Global Summit. Hosted by the European Brand Institute (EBI) at the Oesterreichische Nationalbank in Vienna, the summit brought together industry leaders under the theme Brands for the Future. The event addressed some of today’s most pressing challenges, from ESG and sustainability to the transformative impact of AI, while exploring how brands can drive long-term, sustainable growth in an increasingly digital and interconnected world. The summit also served as a traditional occasion for publishing the annual brand value ranking of Europe’s leading companies, which is widely regarded as a definitive industry benchmark.

Cognitive Creators and the European Brand Institute (EBI) started earlier this year a strategic partnership that complements their expertise in brand evaluation. EBI is known as Europe’s preeminent authority on brand valuation and certification. Under the leadership of Prof. DI Dr. Gerhard Hrebicek, EBI developed the ISO standard for brand evaluation and has long been recognised for its expertise in assessing intangible assets. On the other hand, Cognitive Creators is a digital advisory in the field of quantifying digital brand value. We advise organisations globally to invest and grow with peace of mind through our Digital Due Diligence service.

As part of the Summit, our CEO, László Alpár Lukács, led an inspiring panel discussion with Patricia Kasandziev, Katharina Menz, Farrukh Alimdjanov, and Christoph Schuh, highlighting that Digital Brand Value (DBV) is not only a reflection of current performance and the financial value of a company’s digital assets, but also a critical indicator of future readiness. As he emphasised, management boards that integrate DBV into their strategic frameworks are better positioned to stay ahead in an increasingly digital and competitive landscape.

The 2025 ranking of Europe’s top 10 brands by Digital Brand Value is led by luxury fashion companies LVMH Möet Hennessy Louis Vuitton SE (€35.7B), and Christian Dior SE (€10.702B), followed by Nestle SA, SAP SE, Deutsche Telekom AG, L'Oréal SA, Accenture PLC, Unilever PLC, Volkswagen AG, and RedBull.

**Digital brand valuation of top European brands**

Insights from Digital Brand Valuation: Focus on Germany, Austria and Switzerland

Turning to a country-level perspective within the DACH region, we take a closer look at Germany, Austria, and Switzerland, three of Europe’s most influential economies. The analysis is based on the top 10 brands’ digital brand valuations in each country. Together, these cases illustrate how established European brands are navigating digital transformation, balancing traditional industry strengths with the demands for innovation and agility.

**Top 3 brands by digital brand strengths and digital brand value**

Each country in the DACH region demonstrates distinct strengths in brand and digital performance.

German companies lead in overall brand value (€239.6B) and digital brand value (€37.7B), driven by industrial and tech giants like SAP and Volkswagen, though digital share remains moderate at 15.7%. Its top automotive brands (Volkswagen, BMW, Mercedes-Benz) maintain consistent digital engagement.
Austrian companies, while smaller in total value (€39.1B), excel in digital intensity, with a 20.3% digital share. It has a strong global recognition through names like Red Bull and Swarovski, setting the benchmark for digital brand performance.
Swiss companies combine financial trust and global reach, with a total brand value of €171.1B and a 12.5% digital share, reflecting a focus on high-value but traditionally conservative sectors. Brands such as UBS and Nestlé maintain moderate digital resonance, highlighting opportunities to further expand their digital footprint.

Sector strengths vary across the region. Germany dominates Automotive and Industrial, reflecting digitally mature B2B and B2C ecosystems. Austria, by contrast, leads in Consumer Goods and Luxury, while Switzerland maintains a balanced presence across Consumer Goods, Pharma/Health, and Financial Services, indicating significant potential for further digital brand investment.

**Top 3 market segments by digital brand strengths**

For further insights on this topic, our white paper will soon be available for download, providing detailed digital brand valuations for Austria, Germany, and Switzerland, along with a strategic EU-level analysis of digital brand value.

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