BrandValuator
Aligned with ISO 10668 & ISO 20671
Valuation Result
Final Brand Value

Lidl Sverige — Retail

Valuation date: 10/29/2026

Total Brand Value
SEK 817.1M
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
69/100
Royalty Rate
0.3%
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.

WACC (Discount Rate)
9.0%
-1.0%
SEK 939.5M
9.0%
SEK 817.1M
+1.0%
SEK 723.5M
Royalty Rate
0.3%
-0.5%
N/A
0.3%
SEK 817.1M
+0.5%
SEK 2.0B
Terminal Growth
1.5%
-0.5%
SEK 778.3M
1.5%
SEK 817.1M
+0.5%
SEK 861.4M
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 19.8B
Legal Protection
68/100
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 239.7M
Terminal value: SEK 577.4M
How the valuation is built

Valuation Build

Royalty Relief DCF
YearRevenueRoyaltyAfter TaxPV
Y1SEK 20,394,000,000SEK 70,359,300SEK 55,865,284SEK 53,509,243
Y2SEK 21,005,820,000SEK 72,470,079SEK 57,541,243SEK 50,563,789
Y3SEK 21,635,994,600SEK 74,644,181SEK 59,267,480SEK 47,780,470
Y4SEK 22,285,074,438SEK 76,883,507SEK 61,045,504SEK 45,150,361
Y5SEK 22,953,626,671SEK 79,190,012SEK 62,876,870SEK 42,665,027
Explicit PV (Y1–Y5)SEK 239,668,889
Terminal Value (undiscounted)SEK 850,935,904
Terminal PV (discounted)SEK 577,401,578
Total Brand ValueSEK 817,070,467

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

Lidl Sverige

Prepared reference case

Indicative value of the Swedish right to use the Lidl grocery name, not of the Lidl global trademark, property, supply chain, pricing system, private-label products or Swedish operating company.

The selected 0.345% rate implies approximately SEK 68m on reported sales, around 23% of reported SEK 302.2m EBIT: a rough affordability diagnostic, not a royalty transaction. The Swedish/group-internal licence chain and contractual terms have not been verified. Legal scores are outside-in estimates.
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 19.8bn Lidl Sverige 2025/26 salesreported
Planning growth
3.00% for 3 years, then 3.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
0.34%estimated
Discount rate
9.00%estimated
Brand Strength
69/100 (B-)estimated
Legal analysis
68/100estimated
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.

Lidl Sverige 2025/26 sales and EBIT

Legal Protection

trademark Status75
scope Of Rights65
risk Profile60
litigation70
contractual Rights60
goodwill Evidence75
regulatory Compliance70

Brand Strength

marketing Investment75
quality80
availability65
distinctive Brand Codes80
mental Availability80
consideration75
trust65
choice Share70
penetration65
price Elasticity50
revenue Premium60
margin Premium50
stability70