Valuation Result
Final Brand Value
Maersk — Pro Services - Commercial
Valuation date: 10/30/2026
Total Brand Value
$2.2B
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
72/100
Royalty Rate
0.5%
Discount Rate
10.0%
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)
10.0%
-1.0%
$2.5B
10.0%
$2.2B
+1.0%
$2.0B
Royalty Rate
0.5%
-0.5%
$161.0M
0.5%
$2.2B
+0.5%
$4.2B
Terminal Growth
1.5%
-0.5%
$2.1B
1.5%
$2.2B
+0.5%
$2.3B
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
$44.7B
Legal Protection
80/100
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: -8.0%
Base growth: 2.0%
Long-term growth: 1.5%
Value build
Value for planning period: $714.7M
Terminal value: $1.5B
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | $41,158,040,000 | $222,253,416 | $173,357,664 | $165,290,048 |
| Y2 | $41,981,200,800 | $226,698,484 | $176,824,818 | $153,268,953 |
| Y3 | $42,820,824,816 | $231,232,454 | $180,361,314 | $142,122,120 |
| Y4 | $43,677,241,312 | $235,857,103 | $183,968,540 | $131,785,966 |
| Y5 | $44,550,786,139 | $240,574,245 | $187,647,911 | $122,201,532 |
| Explicit PV (Y1–Y5) | $714,668,620 | |||
| Terminal Value (undiscounted) | $2,240,736,822 | |||
| Terminal PV (discounted) | $1,459,230,061 | |||
| Total Brand Value | $2,173,898,680 |
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
Maersk
Prepared reference case
Indicative value of the Maersk name in container shipping and integrated logistics. APM Terminals, Aliança, vessels, terminals, contracts and enterprise value are excluded.
Ocean EBIT also includes the hubs, so the profit measure is not matched. Revenue fell 19% in 2025 from the 2024 rate peak, and 2026 guidance of USD -1.5bn to +1.0bn underlying EBIT implies a further drop; year one uses -8%. The 0.75% name-only ceiling and 0.540% selected royalty are analyst assumptions, not an observed licence. Opening hypothetical rent of USD 241.6m is about 11.4% of USD 2.115bn FY2025 Ocean and Logistics & Services EBIT; 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
USD 44.737bn FY2025 Ocean freight and Logistics & Services revenueinferred
Planning growth
-8.00% for 1 years, then 2.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
0.54%estimated
Discount rate
10.00%estimated
Brand Strength
72/100 (B)estimated
Legal analysis
80/100estimated
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 Rights84
risk Profile74
litigation74
contractual Rights78
goodwill Evidence84
regulatory Compliance76
Brand Strength
marketing Investment66
quality78
availability84
distinctive Brand Codes86
mental Availability84
consideration76
trust74
choice Share74
penetration76
price Elasticity50
revenue Premium56
margin Premium54
stability56