Valuation Result
Final Brand Value
KONE — Engineering & Construction
Valuation date: 10/29/2026
Total Brand Value
€920.2M
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
76/100
Royalty Rate
0.8%
Discount Rate
9.5%
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)
9.5%
-1.0%
€1.0B
9.5%
€920.2M
+1.0%
€821.6M
Royalty Rate
0.8%
-0.5%
€314.8M
0.8%
€920.2M
+0.5%
€1.5B
Terminal Growth
1.5%
-0.5%
€880.2M
1.5%
€920.2M
+0.5%
€965.6M
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
€11.2B
Legal Protection
77/100
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: 1.5%
Long-term growth: 1.5%
Value build
Value for planning period: €289.8M
Terminal value: €630.4M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | €11,469,900,000 | €87,171,240 | €69,736,992 | €66,643,247 |
| Y2 | €11,699,298,000 | €88,914,665 | €71,131,732 | €62,078,641 |
| Y3 | €11,933,283,960 | €90,692,958 | €72,554,366 | €57,826,680 |
| Y4 | €12,112,283,219 | €92,053,352 | €73,642,682 | €53,601,899 |
| Y5 | €12,293,967,468 | €93,434,153 | €74,747,322 | €49,685,779 |
| Explicit PV (Y1–Y5) | €289,836,247 | |||
| Terminal Value (undiscounted) | €948,356,650 | |||
| Terminal PV (discounted) | €630,388,320 | |||
| Total Brand Value | €920,224,567 |
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
KONE
Prepared reference case
Indicative value of the KONE corporate elevator and service name across all markets. It is not a valuation of elevator equipment, engineering, the installed base, maintenance contracts, patents or enterprise value.
Group sales are a broad global KONE-name exposure proxy, not pure trademark-generated sales. The 1.00% name-only ceiling and selected 0.76% royalty are analyst assumptions, not an observed licence. Opening hypothetical rent of EUR 85.5m is about 6.4% of reported EUR 1.336bn group EBIT. The 20% tax and 9.5% base discount rate are simplified global scenarios. Legal and behavioural components are outside-in judgments, not a global buyer survey or trademark opinion.
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 11.245bn FY2025 group salesinferred
Planning growth
2.00% for 3 years, then 1.50%estimated
Long-term growth
1.50%estimated
Royalty rate selected
0.76%estimated
Discount rate
9.50%estimated
Brand Strength
76/100 (B+)estimated
Legal analysis
77/100estimated
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 Status88
scope Of Rights82
risk Profile70
litigation72
contractual Rights75
goodwill Evidence80
regulatory Compliance72
Brand Strength
marketing Investment66
quality87
availability78
distinctive Brand Codes77
mental Availability73
consideration81
trust83
choice Share73
penetration71
price Elasticity72
revenue Premium75
margin Premium77
stability80