Valuation Result

Final Brand Value

Hemnet — Technology

Valuation date: 10/29/2026

Total Brand Value

SEK 331.0M

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

Brand Strength

82/100

Royalty Rate

2.5%

Discount Rate

10.0%

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)

10.0%

-1.0%

SEK 373.6M

10.0%

SEK 331.0M

+1.0%

SEK 297.3M

Royalty Rate

2.5%

-0.5%

SEK 263.7M

2.5%

SEK 331.0M

+0.5%

SEK 398.3M

Terminal Growth

1.5%

-0.5%

SEK 317.6M

1.5%

SEK 331.0M

+0.5%

SEK 346.1M

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 1.3B

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: 3.0%

Base growth: 2.0%

Long-term growth: 1.5%

Value build

Value for planning period: SEK 108.3M

Terminal value: SEK 222.7M

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 1,328,082,000	SEK 32,670,817	SEK 25,940,629	SEK 24,733,421
Y2	SEK 1,367,924,460	SEK 33,650,942	SEK 26,718,848	SEK 23,159,481
Y3	SEK 1,408,962,194	SEK 34,660,470	SEK 27,520,413	SEK 21,685,699
Y4	SEK 1,437,141,438	SEK 35,353,679	SEK 28,070,821	SEK 20,108,561
Y5	SEK 1,465,884,266	SEK 36,060,753	SEK 28,632,238	SEK 18,646,124
Explicit PV (Y1–Y5)				SEK 108,333,287
Terminal Value (undiscounted)				SEK 341,903,409
Terminal PV (discounted)				SEK 222,657,180
Total Brand Value				SEK 330,990,466

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

Hemnet

Prepared reference case

Indicative value of approximately SEK 331 million for the Hemnet name in Swedish property-listing services, based on preliminary twelve-month sales through August 2026. It excludes the platform, data, contracts and network effects. Brand-strength, legal, royalty and forecast inputs are analyst assumptions, not customer-survey measures, observed licence terms or a completed legal audit.

The 3.00% name-only royalty ceiling is lower than the generic 4.00% Technology/platform ceiling. At BSI 82 it yields 2.46% selected royalty. The earlier private 4.00% ceiling and approximately SEK 441m result are a higher-rate sensitivity, not the public central case. FY2025 and H1 2026 operating profit indicate capacity for the hypothetical royalty, not evidence that a third party would pay it. The SEK 241.2m carrying amount for Hemnet trademarks in 2025 reflects a historical acquisition allocation, not a current market value or royalty validation.

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 1.2894bninferred

Discount rate

10.00%estimated

Brand strength

82/100estimated

Royalty

2.46%estimated

Legal protection

79/100estimated

Forecast

3% for three years, then 2%; terminal 1.5%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.

Hemnet Annual Report 2025: revenue, earnings and note G13 Hemnet Q2 2026: interim earnings and revenue categories Hemnet preliminary August 2026 net sales and listings

Legal Protection

trademark Status84

scope Of Rights80

risk Profile70

litigation76

contractual Rights78

goodwill Evidence88

regulatory Compliance76

Brand Strength

marketing Investment80

quality82

availability94

distinctive Brand Codes82

mental Availability90

consideration88

trust78

choice Share82

penetration82

price Elasticity60

revenue Premium78

margin Premium80

stability66