Valuation Result
Final Brand Value
Electrolux — Consumer Durables
Valuation date: 10/29/2026
Total Brand Value
SEK 3.4B
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
69/100
Royalty Rate
0.7%
Discount Rate
10.2%
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)
10.2%
-1.0%
SEK 3.8B
10.2%
SEK 3.4B
+1.0%
SEK 3.1B
Royalty Rate
0.7%
-0.5%
SEK 934.9M
0.7%
SEK 3.4B
+0.5%
SEK 5.9B
Terminal Growth
1.5%
-0.5%
SEK 3.3B
1.5%
SEK 3.4B
+0.5%
SEK 3.5B
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 51.2B
Legal Protection
72/100
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: 1.0%
Base growth: 2.0%
Long-term growth: 1.5%
Value build
Value for planning period: SEK 1.1B
Terminal value: SEK 2.2B
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | SEK 51,711,979,800 | SEK 356,812,661 | SEK 283,309,253 | SEK 269,818,360 |
| Y2 | SEK 52,229,099,598 | SEK 360,380,787 | SEK 286,142,345 | SEK 247,180,583 |
| Y3 | SEK 52,751,390,594 | SEK 363,984,595 | SEK 289,003,769 | SEK 226,442,118 |
| Y4 | SEK 53,806,418,406 | SEK 371,264,287 | SEK 294,783,844 | SEK 209,497,507 |
| Y5 | SEK 54,882,546,774 | SEK 378,689,573 | SEK 300,679,521 | SEK 193,820,858 |
| Explicit PV (Y1–Y5) | SEK 1,146,759,427 | |||
| Terminal Value (undiscounted) | SEK 3,487,890,413 | |||
| Terminal PV (discounted) | SEK 2,248,327,094 | |||
| Total Brand Value | SEK 3,395,086,521 |
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
Electrolux
Prepared reference case
Indicative value of the Electrolux consumer appliance name. AEG, Frigidaire, other product names, Electrolux Professional, factories, product design and distribution are excluded. This is not the value of Electrolux Group. The estimate uses a 0.69% analyst-selected royalty on an allocated FY2025 sales exposure, not a quoted licence fee or the value of the company.
The 39% brand-sales share was reported for FY2024, not FY2025. Applying it to FY2025 sales assumes an unchanged mix. The opening royalty is 9.7% of full-group FY2025 operating income and 24.8% if operating income is allocated to the Electrolux name in proportion to sales. It clears this illustrative 25%-of-profit capacity check narrowly; actual name-level operating margin is unknown. The opening hypothetical royalty of SEK 353.3m is 9.7% of FY2025 group operating income of SEK 3,657m. This is a directional 25%-of-profit capacity check, not a matched trademark-profit test or a royalty-setting rule. Brand-strength and legal component scores are outside-in analyst judgments, not customer-survey findings or a legal title 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 51200.0minferred
Brand strength
69/100estimated
Royalty and capacity
0.69%; SEK 353.3m opening royaltyestimated
Legal and discount rate
72/100; 10.25%estimated
Forecast
1.00% for three years, then 2.00%; terminal 1.50%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 Status77
scope Of Rights72
risk Profile65
litigation70
contractual Rights68
goodwill Evidence80
regulatory Compliance75
Brand Strength
marketing Investment78
quality75
availability82
distinctive Brand Codes82
mental Availability79
consideration72
trust68
choice Share69
penetration73
price Elasticity55
revenue Premium58
margin Premium48
stability55