Valuation Result
Final Brand Value
K Group — Retail
Valuation date: 10/30/2026
Total Brand Value
€738.2M
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
78/100
Royalty Rate
0.7%
Discount Rate
8.5%
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)
8.5%
-1.0%
€857.6M
8.5%
€738.2M
+1.0%
€648.7M
Royalty Rate
0.7%
-0.5%
€181.5M
0.7%
€738.2M
+0.5%
€1.3B
Terminal Growth
1.5%
-0.5%
€700.4M
1.5%
€738.2M
+0.5%
€781.9M
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
€9.0B
Legal Protection
78/100
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: 2.0%
Long-term growth: 1.5%
Value build
Value for planning period: €207.8M
Terminal value: €530.5M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | €9,198,564,000 | €60,986,479 | €48,789,183 | €46,839,115 |
| Y2 | €9,382,535,280 | €62,206,209 | €49,764,967 | €44,033,085 |
| Y3 | €9,570,185,986 | €63,450,333 | €50,760,266 | €41,395,158 |
| Y4 | €9,761,589,705 | €64,719,340 | €51,775,472 | €38,915,264 |
| Y5 | €9,956,821,499 | €66,013,727 | €52,810,981 | €36,583,935 |
| Explicit PV (Y1–Y5) | €207,766,557 | |||
| Terminal Value (undiscounted) | €765,759,228 | |||
| Terminal PV (discounted) | €530,467,055 | |||
| Total Brand Value | €738,233,613 |
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
K Group
Prepared reference case
Indicative value of the K name across the K-Citymarket, K-Supermarket, K-Market, K-Rauta and K-Bygg chains. Kesko wholesale, Onninen, car trade, store property, retailer agreements and enterprise value are excluded.
K-retailers' own profits are not consolidated by Kesko, so the capacity test is conservative. K Group had a 33.5% grocery share in Finland in 2025. The prior-year base is back-calculated from reported growth rates. The 0.85% name-only ceiling and 0.663% selected royalty are analyst assumptions, not an observed licence. Opening hypothetical rent of EUR 59.8m is about 15.0% of EUR 398.4m Kesko comparable operating profit for the K-named chains; this is not a matched name-profit test. 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
EUR 9.018bn FY2025 K-named chain sales, VAT 0%inferred
Planning growth
2.00% for 3 years, then 2.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
0.66%estimated
Discount rate
8.50%estimated
Brand Strength
78/100 (B+)estimated
Legal analysis
78/100estimated
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 Status86
scope Of Rights80
risk Profile72
litigation72
contractual Rights78
goodwill Evidence84
regulatory Compliance74
Brand Strength
marketing Investment80
quality78
availability86
distinctive Brand Codes86
mental Availability86
consideration80
trust76
choice Share80
penetration82
price Elasticity62
revenue Premium62
margin Premium64
stability78