Valuation Result
Final Brand Value
Apoteket — Retail
Valuation date: 10/29/2026
Total Brand Value
SEK 1.0B
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
76/100
Royalty Rate
0.5%
Discount Rate
9.7%
Benchmark recommendation not unlocked for this result
Sensitivity snapshot
Quick decision check for discount rate, royalty rate and long-term growth.
Variable
Lower input
Current
Higher input
WACC (Discount Rate)
9.7%
-1.0%
SEK 1.1B
9.7%
SEK 1.0B
+1.0%
SEK 896.4M
Royalty Rate
0.5%
-0.5%
N/A
0.5%
SEK 1.0B
+0.5%
SEK 2.1B
Terminal Growth
1.5%
-0.5%
SEK 958.7M
1.5%
SEK 1.0B
+0.5%
SEK 1.0B
Brand Strength changes can also be explored to show their potential effect on brand value. Contact info@brandvaluator.se if you want to explore this for strategy, planning and budgeting.
Revenue Base
SEK 21.2B
Legal Protection
74/100
Long-term Growth
1.5%
Recommendation basis
Brand-strength range • Pro
This reference case derives its royalty rate by applying the brand-strength score to a documented industry royalty ceiling.
This valuation uses benchmark support informed by external market references and curated internal calibration.
Use this section to confirm whether the result reflects unlocked benchmark guidance or a non-benchmark method.
Forecast profile
5 years explicit forecast
High growth: 2.0%
Base growth: 1.5%
Long-term growth: 1.5%
Value build
Value for planning period: SEK 322.9M
Terminal value: SEK 677.7M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | SEK 21,574,020,000 | SEK 98,377,531 | SEK 78,111,760 | SEK 74,561,425 |
| Y2 | SEK 22,005,500,400 | SEK 100,345,082 | SEK 79,673,995 | SEK 69,296,280 |
| Y3 | SEK 22,445,610,408 | SEK 102,351,983 | SEK 81,267,475 | SEK 64,402,932 |
| Y4 | SEK 22,782,294,564 | SEK 103,887,263 | SEK 82,486,487 | SEK 59,561,720 |
| Y5 | SEK 23,124,028,983 | SEK 105,445,572 | SEK 83,723,784 | SEK 55,084,426 |
| Explicit PV (Y1–Y5) | SEK 322,906,783 | |||
| Terminal Value (undiscounted) | SEK 1,030,058,752 | |||
| Terminal PV (discounted) | SEK 677,707,002 | |||
| Total Brand Value | SEK 1,000,613,785 |
Supporting context
This section explains the evidence and judgment used to support the recommendation and the legal, brand and financial assumptions used in the valuation.
Reference case
Apoteket
Prepared reference case
Indicative estimate of approximately SEK 1.00bn for the Apoteket name in consumer pharmacy retail. Reported FY2025 consumer sales are an exposure proxy, not revenue caused by the name. Component scores, royalty and forecast are analyst judgments.
Scope and capacity: the estimate covers consumer pharmacy retail, not dos and healthcare contracts or Apoteket AB as a whole. The opening hypothetical royalty of SEK 96.4m equals 17.1% of FY2025 group EBIT. Because that EBIT includes activities outside the selected consumer sales base, this is a directional 25%-rule check rather than a matched segment-profit test. Regulated medicine prices, product mix, store operations and professional service also contribute to sales. Legal component scores are outside-in judgments, not a legal opinion.
Informed by numerous sources including company reporting, investor materials, analyst research, market data and selected benchmark references where relevant.
Key inputs
Reported = directly sourced • Estimated = selected judgment • Inferred = derived from broader evidence • Assumed = inclusion choice
Revenue perimeter
SEK 21.151bnreported
Brand strength
76/100estimated
Royalty and 25% check
0.456%; SEK 96.4m opening royaltyestimated
Legal and rate
74/100; 9.75%estimated
Forecast and external check
2% for three years, then 1.5%; terminal 1.5%assumed
Company disclosures
These links lead to company-issued materials. BrandValuator cross-checks indicative estimates against multiple sources; the final assumptions and judgments are our own. Each input is labeled by evidence status above.
Legal Protection
trademark Status78
scope Of Rights74
risk Profile65
litigation70
contractual Rights72
goodwill Evidence82
regulatory Compliance75
Brand Strength
marketing Investment72
quality78
availability92
distinctive Brand Codes83
mental Availability90
consideration78
trust82
choice Share77
penetration81
price Elasticity57
revenue Premium51
margin Premium50
stability74