David Haigh, chief executive at Brand Finance, said he would be “surprised” if Red Bull, which has positioned itself as a young, thrill seeking organisation, that creates extremely dangerous events, was not worth at least £5bn.
Mr Haigh said the brand had been increasing its global awareness but it was not clear how to translate that in to numbers as Red Bull is privately owned and is very guarded on its financial records.
“You do hear it said anecdotally that Red Bull is one of the most profitable companies in the world,” Mr Haigh said.
The chief executive said while it was not possible to find out the turnover and or how fast-growing the company was growing, “what you can see is that Red Bull is everywhere”.
On Sunday, in partnership with Red Bull, Austrian skydiver Mr Baumgartner’s record-breaking jump from the edge of space was shown live around the world with more than eight million people watching him on YouTube, a record for the Google-owned site.
Baumgartner’s feat was also broadcast on more than 40 networks across 50 countries, while more than 3 million tweets were sent about the jump including those from people encouraged by Red Bull to send their questions for Baumgartner’s post-jump press conference.
Red Bull has not made public how much the stunt - which included funding the equipment, training and support staff – cost, although the balloon that took Baumgartner on his ascent is reported to have cost $70,000 (£43,600) alone.
Jonathan Gabay at Brand Story Architect, said that in terms of payback from the jump, given the world coverage, "like many of its consumers, Red Bull will be feeling particularly flushed today".
"The Red Bull jump was a gigantic sponsorship leap forward. Not only did Felix break three world records, but the sheer audacity of the successful attempt perfectly matched Red Bull's brand persona: rebellious, adventurous – a product that “gives you wings," he said.
He added that he did not expect the budget for the attempt would not have been too outlandish.
"Red Bull is set up to put together complete events, including product distribution and media management that links their name explicitly with the perception of celebrating speed, daring and pluck," he said.
Mr Haigh said this stunt, along with the other extreme events it has created, such as the Red Bull Air Race, Red Bull Flugtag, Red Bull Rampage and Red Bull Cliff Diving, were "probably just regarded as advertising for the company", with the company's revenues coming from the sale of its energy-boosting drinks.
Red Bull, which also has two teams in Formula 1, has re-written the rule book on how to sell a product, focusing on the drink’s energy-giving properties while projecting an edgy, high-adrenaline image.
The Austrian-company creates the events, owns them, retains all media rights and creates content around them with its media business the Red Bull Media House and it is reported that Red Bull spends as much as 35pc of its budget on marketing.
Mr Haigh said the company was following in the footsteps of Coca-Cola and Pepsi.
As a trademark, Mr Haigh said he estimated that Coca-Cola was worth £25bn and Pepsi was worth £10bn-£15bn.
While this would still make Red Bull small in comparison, Mr Haigh said Red Bull was quickly becoming the next Coke or Pepsi.
“The advantage for Red Bull is that it is not just a kid’s product. Teenagers may drink it as well but it is really a young adult’s drink and that is why you don’t often see it on promotion or offer,” he said.
“They have positioned themselves very successfully.”
However, Mr Haigh said the real question mark over Red Bull, having created this level of notoriety, was how can it expand.
“Will it have a sugar-free version, like Coke has Coke Zero? Who knows what it will do.”