Valuation Result

Final Brand Value

Bilia — Retail

Valuation date: 10/29/2026

Total Brand Value

SEK 1.1B

This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.

Brand Strength

75/100

Royalty Rate

1.5%

Discount Rate

10.5%

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)

10.5%

-1.0%

SEK 1.2B

10.5%

SEK 1.1B

+1.0%

SEK 990.2M

Royalty Rate

1.5%

-0.5%

SEK 730.4M

1.5%

SEK 1.1B

+0.5%

SEK 1.5B

Terminal Growth

1.5%

-0.5%

SEK 1.1B

1.5%

SEK 1.1B

+0.5%

SEK 1.1B

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 7.6B

Legal Protection

75/100

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: 2.0%

Long-term growth: 1.5%

Value build

Value for planning period: SEK 376.5M

Terminal value: SEK 719.1M

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 7,750,980,000	SEK 116,264,700	SEK 92,314,172	SEK 87,818,755
Y2	SEK 7,905,999,600	SEK 118,589,994	SEK 94,160,455	SEK 81,063,481
Y3	SEK 8,064,119,592	SEK 120,961,794	SEK 96,043,664	SEK 74,827,842
Y4	SEK 8,225,401,984	SEK 123,381,030	SEK 97,964,538	SEK 69,071,867
Y5	SEK 8,389,910,024	SEK 125,848,650	SEK 99,923,828	SEK 63,758,658
Explicit PV (Y1–Y5)				SEK 376,540,604
Terminal Value (undiscounted)				SEK 1,126,921,235
Terminal PV (discounted)				SEK 719,057,574
Total Brand Value				SEK 1,095,598,178

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

Bilia

Prepared reference case

Indicative value of the Bilia automotive-service name on external Service Business revenue. It excludes vehicle manufacturers marques, the gross value of cars sold, dealership rights, workshops, mechanics and fuel sales; it is not Bilia AB equity value.

The 2.00% service-name ceiling is an analyst cap, not an observed licence. Brand strength 75/100 selects 1.50%, about SEK 114m opening royalty. This is 12.7% of SEK 896m indicative external-service operating earnings, obtained by scaling reported SEK 1,190m Service Business operational earnings to external revenue; it is not reported brand profit. Behavioral and legal scores are outside-in estimates, not measured customer data or a legal opinion. Growth and discount rate are scenarios.

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 base

SEK 7.599bn FY2025 external service revenueinferred

Planning growth

2.00% for 3 years, then 2.00%estimated

Long-term growth

1.50%estimated

Royalty rate selected

1.50%estimated

Discount rate

10.50%estimated

Brand Strength

75/100 (B+)estimated

Legal analysis

75/100estimated

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.

Bilia Annual Report 2025: service sales, internal eliminations and operational earnings Bilia FY2025 results and group turnover

Legal Protection

trademark Status82

scope Of Rights78

risk Profile70

litigation72

contractual Rights76

goodwill Evidence77

regulatory Compliance72

Brand Strength

marketing Investment75

quality79

availability80

distinctive Brand Codes77

mental Availability81

consideration79

trust76

choice Share74

penetration77

price Elasticity65

revenue Premium68

margin Premium70

stability72