Valuation Result
Final Brand Value
Jotun — Chemicals
Valuation date: 10/30/2026
Total Brand Value
NOK 6.6B
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
78/100
Royalty Rate
1.6%
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%
NOK 7.6B
9.0%
NOK 6.6B
+1.0%
NOK 5.9B
Royalty Rate
1.6%
-0.5%
NOK 4.5B
1.6%
NOK 6.6B
+0.5%
NOK 8.8B
Terminal Growth
1.5%
-0.5%
NOK 6.3B
1.5%
NOK 6.6B
+0.5%
NOK 7.0B
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Revenue Base
NOK 34.3B
Legal Protection
83/100
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: NOK 1.9B
Terminal value: NOK 4.7B
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | NOK 36,049,650,000 | NOK 562,374,540 | NOK 438,652,141 | NOK 420,152,551 |
| Y2 | NOK 37,852,132,500 | NOK 590,493,267 | NOK 460,584,748 | NOK 404,734,109 |
| Y3 | NOK 39,744,739,125 | NOK 620,017,930 | NOK 483,613,986 | NOK 389,881,481 |
| Y4 | NOK 40,937,081,299 | NOK 638,618,468 | NOK 498,122,405 | NOK 368,420,115 |
| Y5 | NOK 42,165,193,738 | NOK 657,777,022 | NOK 513,066,077 | NOK 348,140,109 |
| Explicit PV (Y1–Y5) | NOK 1,931,328,364 | |||
| Terminal Value (undiscounted) | NOK 6,943,494,247 | |||
| Terminal PV (discounted) | NOK 4,711,496,136 | |||
| Total Brand Value | NOK 6,642,824,500 |
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
Jotun
Prepared reference case
Indicative value of the Jotun name in decorative, marine, protective and powder coatings. Endorsed product names, formulations, plants, JV interests and enterprise value are excluded.
Reported EBIT of NOK 7.081bn includes NOK 1.535bn share of associates whose revenue is outside the base; that share is removed for the capacity check. Jotun states it holds over 2,000 trademark registrations. Underlying growth was about 6% before currency effects. The 2.00% name-only ceiling and 1.560% selected royalty are analyst assumptions, not an observed licence. Opening hypothetical rent of NOK 535.6m is about 9.7% of NOK 5.546bn FY2025 EBIT less share of associates (inferred). 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
NOK 34.333bn FY2025 consolidated operating revenuereported
Planning growth
5.00% for 3 years, then 3.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
1.56%estimated
Discount rate
9.00%estimated
Brand Strength
78/100 (B+)estimated
Legal analysis
83/100estimated
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 Status92
scope Of Rights88
risk Profile76
litigation74
contractual Rights80
goodwill Evidence88
regulatory Compliance80
Brand Strength
marketing Investment76
quality86
availability84
distinctive Brand Codes82
mental Availability80
consideration80
trust82
choice Share78
penetration76
price Elasticity64
revenue Premium72
margin Premium74
stability80