Valuation Result
Final Brand Value
ICA — Retail
Valuation date: 10/29/2026
Total Brand Value
SEK 13.6B
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
83/100
Royalty Rate
0.7%
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 15.6B
9.0%
SEK 13.6B
+1.0%
SEK 12.0B
Royalty Rate
0.7%
-0.5%
SEK 4.0B
0.7%
SEK 13.6B
+0.5%
SEK 23.2B
Terminal Growth
1.5%
-0.5%
SEK 12.9B
1.5%
SEK 13.6B
+0.5%
SEK 14.3B
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 160.9B
Legal Protection
71/100
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 4.0B
Terminal value: SEK 9.6B
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | SEK 165,751,720,000 | SEK 1,169,378,385 | SEK 928,486,437 | SEK 889,328,797 |
| Y2 | SEK 170,724,271,600 | SEK 1,204,459,736 | SEK 956,341,030 | SEK 840,375,072 |
| Y3 | SEK 175,845,999,748 | SEK 1,240,593,528 | SEK 985,031,261 | SEK 794,116,040 |
| Y4 | SEK 181,121,379,740 | SEK 1,277,811,334 | SEK 1,014,582,199 | SEK 750,403,368 |
| Y5 | SEK 186,555,021,133 | SEK 1,316,145,674 | SEK 1,045,019,665 | SEK 709,096,891 |
| Explicit PV (Y1–Y5) | SEK 3,983,320,167 | |||
| Terminal Value (undiscounted) | SEK 14,142,637,183 | |||
| Terminal PV (discounted) | SEK 9,596,470,176 | |||
| Total Brand Value | SEK 13,579,790,343 |
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
ICA
Prepared reference case
Indicative value of the ICA customer-facing grocery name across Swedish ICA stores. This is not a value for ICA Gruppen, independent retailers, store locations, food products, wholesale operations, ICA Banken or Apotek Hjärtat.
Swedish store-system sales include independent retailers, whose profit is not consolidated with ICA Sverige. A 25%-of-EBIT test using only ICA Sverige EBIT would mismatch the revenue perimeter. Existing retailer fees, name-use rights and the rights holder have not been contractually verified. Legal components are outside-in estimates, not findings from a trademark or contract audit.
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 160.924bn Swedish store salesreported
Planning growth
3.00% for 3 years, then 3.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
0.71%estimated
Discount rate
9.00%estimated
Brand Strength
83/100 (A-)estimated
Legal analysis
71/100estimated
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 Status75
scope Of Rights65
risk Profile65
litigation70
contractual Rights60
goodwill Evidence90
regulatory Compliance75
Brand Strength
marketing Investment85
quality80
availability95
distinctive Brand Codes90
mental Availability95
consideration90
trust75
choice Share90
penetration90
price Elasticity55
revenue Premium70
margin Premium60
stability80