Valuation Result

Final Brand Value

Elkjøp — Retail

Valuation date: 10/31/2026

Total Brand Value

NOK 175.4M

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

Brand Strength

72/100

Royalty Rate

0.1%

Discount Rate

10.8%

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)

10.8%

-1.0%

NOK 195.8M

10.8%

NOK 175.4M

+1.0%

NOK 159.0M

Royalty Rate

0.1%

-0.5%

N/A

0.1%

NOK 175.4M

+0.5%

NOK 852.2M

Terminal Growth

1.5%

-0.5%

NOK 169.1M

1.5%

NOK 175.4M

+0.5%

NOK 182.5M

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

NOK 14.9B

Legal Protection

73/100

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: 1.0%

Long-term growth: 1.5%

Value build

Value for planning period: NOK 62.2M

Terminal value: NOK 113.3M

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	NOK 15,231,660,000	NOK 19,740,231	NOK 15,397,380	NOK 14,631,032
Y2	NOK 15,536,293,200	NOK 20,135,036	NOK 15,705,328	NOK 13,475,082
Y3	NOK 15,847,019,064	NOK 20,537,737	NOK 16,019,435	NOK 12,410,459
Y4	NOK 16,005,489,255	NOK 20,743,114	NOK 16,179,629	NOK 11,317,890
Y5	NOK 16,165,544,147	NOK 20,950,545	NOK 16,341,425	NOK 10,321,507
Explicit PV (Y1–Y5)				NOK 62,155,971
Terminal Value (undiscounted)				NOK 179,314,018
Terminal PV (discounted)				NOK 113,257,621
Total Brand Value				NOK 175,413,592

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

Elkjøp

Prepared reference case

Indicative value of the Elkjøp Norwegian retail banner on Elkjøp Norge AS sales. Elgiganten, Gigantti, inventory, stores, supplier terms, technology and enterprise value are excluded.

The base is the Norwegian operating company, not the Nordic group. Elkjøp Phonehouse and possibly some non-banner income remain inside that base, while franchise and wholesale sales outside it are excluded. The selected 0.1296% royalty implies NOK 19.4m opening rent, or 13.6% of the same company's NOK 142.5m FY2025/26 EBIT. The 0.18% ceiling is an analyst assumption, not an observed licence. The legal score of 73 adds 0.25 percentage points to the market discount rate; rights ownership is not independently 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

NOK 14.933bn Elkjøp Norge AS FY2025/26 revenueinferred

Planning growth

2.00% for 3 years, then 1.00%estimated

Long-term growth

1.50%estimated

Royalty rate selected

0.13%estimated

Discount rate

10.75%estimated

Brand Strength

72/100 (B)estimated

Legal analysis

73/100estimated

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.

Elkjøp Norge FY2025/26 sales and EBIT, company press release Elkjøp Nordic, local banners by country

Legal Protection

trademark Status78

scope Of Rights70

risk Profile66

litigation72

contractual Rights72

goodwill Evidence82

regulatory Compliance73

Brand Strength

marketing Investment78

quality74

availability88

distinctive Brand Codes80

mental Availability86

consideration80

trust70

choice Share76

penetration78

price Elasticity52

revenue Premium48

margin Premium42

stability72