Valuation Result
Final Brand Value
City Gross — Retail
Valuation date: 10/29/2026
Total Brand Value
SEK 260.6M
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
49/100
Royalty Rate
0.2%
Discount Rate
9.0%
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)
9.0%
-1.0%
SEK 299.6M
9.0%
SEK 260.6M
+1.0%
SEK 230.7M
Royalty Rate
0.2%
-0.5%
N/A
0.2%
SEK 260.6M
+0.5%
SEK 792.4M
Terminal Growth
1.5%
-0.5%
SEK 248.2M
1.5%
SEK 260.6M
+0.5%
SEK 274.7M
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 8.9B
Legal Protection
64/100
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: 3.0%
Base growth: 3.0%
Long-term growth: 1.5%
Value build
Value for planning period: SEK 76.4M
Terminal value: SEK 184.1M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | SEK 9,158,760,000 | SEK 22,438,962 | SEK 17,816,536 | SEK 17,065,148 |
| Y2 | SEK 9,433,522,800 | SEK 23,112,131 | SEK 18,351,032 | SEK 16,125,785 |
| Y3 | SEK 9,716,528,484 | SEK 23,805,495 | SEK 18,901,563 | SEK 15,238,130 |
| Y4 | SEK 10,008,024,339 | SEK 24,519,660 | SEK 19,468,610 | SEK 14,399,336 |
| Y5 | SEK 10,308,265,069 | SEK 25,255,249 | SEK 20,052,668 | SEK 13,606,715 |
| Explicit PV (Y1–Y5) | SEK 76,435,114 | |||
| Terminal Value (undiscounted) | SEK 271,380,164 | |||
| Terminal PV (discounted) | SEK 184,144,698 | |||
| Total Brand Value | SEK 260,579,812 |
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
City Gross
Prepared reference case
Indicative recovery-scenario value of the City Gross Swedish grocery name only. It excludes stores, inventory, supplier contracts, Axfood group synergies, property and the Axfood or Hemköp names.
City Gross reported a SEK 192m operating loss in 2025, so the selected royalty requires future recovery and is not affordable on that year's EBIT. Axfood allocated SEK 710m to the acquired trademark; this model's lower result is not directly comparable because acquisition forecasts, useful life, tax effects and discount assumptions can differ. Current registration and post-acquisition rights have not been legally audited.
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 8.892bn City Gross retail salesreported
Planning growth
3.00% for 3 years, then 3.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
0.24%estimated
Discount rate
9.00%estimated
Brand Strength
49/100 (D+)estimated
Legal analysis
64/100estimated
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.
Legal Protection
trademark Status70
scope Of Rights60
risk Profile55
litigation65
contractual Rights60
goodwill Evidence65
regulatory Compliance70
Brand Strength
marketing Investment60
quality65
availability50
distinctive Brand Codes65
mental Availability55
consideration45
trust50
choice Share45
penetration45
price Elasticity45
revenue Premium50
margin Premium30
stability45