Valuation Result
Final Brand Value
OP — Banks
Valuation date: 10/30/2026
Total Brand Value
€1.0B
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
78/100
Royalty Rate
3.1%
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%
€1.1B
9.5%
€1.0B
+1.0%
€900.1M
Royalty Rate
3.1%
-0.5%
€841.0M
3.1%
€1.0B
+0.5%
€1.2B
Terminal Growth
1.0%
-0.5%
€961.2M
1.0%
€1.0B
+0.5%
€1.0B
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Revenue Base
€3.4B
Legal Protection
77/100
Long-term Growth
1.0%
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: 1.0%
Long-term growth: 1.0%
Value build
Value for planning period: €332.9M
Terminal value: €668.6M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | €3,259,200,000 | €101,687,040 | €81,349,632 | €77,740,715 |
| Y2 | €3,291,792,000 | €102,703,910 | €82,163,128 | €71,706,048 |
| Y3 | €3,324,709,920 | €103,730,950 | €82,984,760 | €66,139,825 |
| Y4 | €3,357,957,019 | €104,768,259 | €83,814,607 | €61,005,683 |
| Y5 | €3,391,536,589 | €105,815,942 | €84,652,753 | €56,270,082 |
| Explicit PV (Y1–Y5) | €332,862,354 | |||
| Terminal Value (undiscounted) | €1,005,873,892 | |||
| Terminal PV (discounted) | €668,620,980 | |||
| Total Brand Value | €1,001,483,334 |
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
OP
Prepared reference case
Indicative value of the OP banking name in Finland. Pohjola insurance, the loan book, deposits, banking licences, co-operative member relationships and enterprise value are excluded.
The group renamed itself OP Pohjola on 28 October 2025, combining OP and Pohjola under one logo; the separation between the two names is a legal and scope risk. Retail total income fell 13.1% in 2025 with interest rates, and 2026 profit is guided lower, so year one uses -3%. The 4.00% name-only ceiling and 3.120% selected royalty are analyst assumptions, not an observed licence. Opening hypothetical rent of EUR 104.8m is about 7.1% of EUR 1.483bn FY2025 Retail and Corporate Banking operating profit. 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 3.360bn FY2025 Retail and Corporate Banking total incomeinferred
Planning growth
-3.00% for 1 years, then 1.00%estimated
Long-term growth
1.00%estimated
Royalty rate selected
3.12%estimated
Discount rate
9.50%estimated
Brand Strength
78/100 (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 Status84
scope Of Rights78
risk Profile68
litigation74
contractual Rights76
goodwill Evidence84
regulatory Compliance74
Brand Strength
marketing Investment76
quality78
availability84
distinctive Brand Codes82
mental Availability86
consideration78
trust80
choice Share80
penetration82
price Elasticity64
revenue Premium66
margin Premium66
stability76