Valuation Result

Final Brand Value

Coop — Retail

Valuation date: 10/29/2026

Total Brand Value

SEK 1.9B

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

Brand Strength

65/100

Royalty Rate

0.3%

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 2.1B

9.0%

SEK 1.9B

+1.0%

SEK 1.6B

Royalty Rate

0.3%

-0.5%

N/A

0.3%

SEK 1.9B

+0.5%

SEK 5.0B

Terminal Growth

1.5%

-0.5%

SEK 1.8B

1.5%

SEK 1.9B

+0.5%

SEK 2.0B

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 53.1B

Legal Protection

65/100

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 544.9M

Terminal value: SEK 1.3B

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 54,693,000,000	SEK 159,977,025	SEK 127,021,758	SEK 121,664,790
Y2	SEK 56,333,790,000	SEK 164,776,336	SEK 130,832,411	SEK 114,967,666
Y3	SEK 58,023,803,700	SEK 169,719,626	SEK 134,757,383	SEK 108,639,191
Y4	SEK 59,764,517,811	SEK 174,811,215	SEK 138,800,104	SEK 102,659,071
Y5	SEK 61,557,453,345	SEK 180,055,551	SEK 142,964,108	SEK 97,008,131
Explicit PV (Y1–Y5)				SEK 544,938,848
Terminal Value (undiscounted)				SEK 1,934,786,081
Terminal PV (discounted)				SEK 1,312,846,868
Total Brand Value				SEK 1,857,785,716

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

Coop

Prepared reference case

Indicative recovery-scenario value of the Coop grocery name in Sweden. It excludes federation capital, member relationships as separate assets, stores, logistics, private labels and other Coop formats as independent trademarks.

The turnover is derived, not reported for one Coop licence perimeter. Coop in Sweden reported a roughly SEK 1.2bn combined operating loss in 2025; the selected royalty cannot be supported by that year's EBIT and represents a normalised recovery scenario. Federation, association and name-use rights are estimated rather than verified.

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

Approximately SEK 53.1bn Swedish store-system salesinferred

Planning growth

3.00% for 3 years, then 3.00%estimated

Long-term growth

1.50%estimated

Royalty rate selected

0.29%estimated

Discount rate

9.00%estimated

Brand Strength

65/100 (B-)estimated

Legal analysis

65/100estimated

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.

Coop: preliminary combined 2025 result

Legal Protection

trademark Status70

scope Of Rights60

risk Profile55

litigation65

contractual Rights55

goodwill Evidence80

regulatory Compliance70

Brand Strength

marketing Investment70

quality70

availability80

distinctive Brand Codes80

mental Availability85

consideration65

trust55

choice Share60

penetration75

price Elasticity45

revenue Premium50

margin Premium35

stability60