Valuation Result
Final Brand Value
Fazer — Food
Valuation date: 10/31/2026
Total Brand Value
€152.4M
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
80/100
Royalty Rate
1.2%
Discount Rate
9.5%
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)
9.5%
-1.0%
€173.4M
9.5%
€152.4M
+1.0%
€136.1M
Royalty Rate
1.2%
-0.5%
€88.9M
1.2%
€152.4M
+0.5%
€215.9M
Terminal Growth
1.5%
-0.5%
€145.8M
1.5%
€152.4M
+0.5%
€159.9M
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Revenue Base
€1.2B
Legal Protection
79/100
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: €48.2M
Terminal value: €104.2M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | €1,212,372,000 | €14,548,464 | €11,638,771 | €11,122,440 |
| Y2 | €1,236,619,440 | €14,839,433 | €11,871,547 | €10,360,629 |
| Y3 | €1,261,351,829 | €15,136,222 | €12,108,978 | €9,650,997 |
| Y4 | €1,273,965,347 | €15,287,584 | €12,230,067 | €8,901,833 |
| Y5 | €1,286,705,001 | €15,440,460 | €12,352,368 | €8,210,823 |
| Explicit PV (Y1–Y5) | €48,246,722 | |||
| Terminal Value (undiscounted) | €156,720,669 | |||
| Terminal PV (discounted) | €104,174,816 | |||
| Total Brand Value | €152,421,537 |
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
Fazer
Prepared reference case
Indicative value of the Fazer umbrella name across the group. It is not the sum of the separate product marks, and it excludes factories, recipes, distribution, customer contracts and enterprise value.
The full group revenue base deliberately overstates sales bearing only the Fazer name. Product names and the negative reported FY2025 EBIT following a Lifestyle Foods goodwill impairment limit what can be concluded from the EUR 77.8m comparable EBIT capacity check. The 1.50% ceiling is a name-only analyst assumption, not an observed licence. Legal and behavioural scores are outside-in judgments, not a trademark-register opinion or customer-survey result.
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
EUR 1.1886bn FY2025 group net salesinferred
Planning growth
2.00% for 3 years, then 1.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
1.20%estimated
Discount rate
9.50%estimated
Brand Strength
80/100 (A-)estimated
Legal analysis
79/100estimated
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 Status85
scope Of Rights78
risk Profile72
litigation75
contractual Rights80
goodwill Evidence85
regulatory Compliance76
Brand Strength
marketing Investment78
quality86
availability82
distinctive Brand Codes88
mental Availability90
consideration84
trust86
choice Share80
penetration82
price Elasticity66
revenue Premium70
margin Premium58
stability72