Valuation Result
Final Brand Value
ISS — Pro Services - Commercial
Valuation date: 10/30/2026
Total Brand Value
DKK 7.0B
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
67/100
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%
DKK 8.1B
9.0%
DKK 7.0B
+1.0%
DKK 6.2B
Royalty Rate
0.7%
-0.5%
DKK 1.8B
0.7%
DKK 7.0B
+0.5%
DKK 12.3B
Terminal Growth
1.5%
-0.5%
DKK 6.7B
1.5%
DKK 7.0B
+0.5%
DKK 7.4B
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
DKK 84.7B
Legal Protection
75/100
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: 5.0%
Base growth: 3.0%
Long-term growth: 1.5%
Value build
Value for planning period: DKK 2.0B
Terminal value: DKK 5.0B
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | DKK 88,918,200,000 | DKK 595,751,940 | DKK 464,686,513 | DKK 445,088,957 |
| Y2 | DKK 93,364,110,000 | DKK 625,539,537 | DKK 487,920,839 | DKK 428,755,417 |
| Y3 | DKK 98,032,315,500 | DKK 656,816,514 | DKK 512,316,881 | DKK 413,021,273 |
| Y4 | DKK 100,973,284,965 | DKK 676,521,009 | DKK 527,686,387 | DKK 390,286,157 |
| Y5 | DKK 104,002,483,514 | DKK 696,816,640 | DKK 543,516,979 | DKK 368,802,516 |
| Explicit PV (Y1–Y5) | DKK 2,045,954,320 | |||
| Terminal Value (undiscounted) | DKK 7,355,596,447 | |||
| Terminal PV (discounted) | DKK 4,991,127,378 | |||
| Total Brand Value | DKK 7,037,081,698 |
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
ISS
Prepared reference case
Indicative value of the ISS name in facility services. Customer contracts, workforce and enterprise value are excluded.
About half of the price-driven organic growth came from Türkiye hyperinflation. The Deutsche Telekom contract dispute was settled in 2026. 2026 guidance was raised to organic growth above 6%. The 1.00% name-only ceiling and 0.670% selected royalty are analyst assumptions, not an observed licence. Opening hypothetical rent of DKK 567.4m is about 14.4% of DKK 3.950bn FY2025 operating profit. Legal and behavioural inputs are outside-in estimates, not a trademark opinion or customer survey.
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
DKK 84.684bn FY2025 group revenuereported
Planning growth
5.00% for 3 years, then 3.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
0.67%estimated
Discount rate
9.00%estimated
Brand Strength
67/100 (B-)estimated
Legal analysis
75/100estimated
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 Status84
scope Of Rights80
risk Profile70
litigation68
contractual Rights74
goodwill Evidence78
regulatory Compliance74
Brand Strength
marketing Investment58
quality74
availability80
distinctive Brand Codes70
mental Availability70
consideration72
trust72
choice Share70
penetration70
price Elasticity56
revenue Premium56
margin Premium52
stability66