BrandValuator
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Valuation Result
Final Brand Value

Postnord — Pro Services - Commercial

Valuation date: 10/29/2026

Total Brand Value
SEK 1.2B
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
9.7%
Benchmark recommendation not unlocked for this result
Sensitivity snapshot

Quick decision check for discount rate, royalty rate and long-term growth.

WACC (Discount Rate)
9.7%
-1.0%
SEK 1.3B
9.7%
SEK 1.2B
+1.0%
SEK 1.0B
Royalty Rate
0.5%
-0.5%
SEK 9.2M
0.5%
SEK 1.2B
+0.5%
SEK 2.3B
Terminal Growth
1.5%
-0.5%
SEK 1.1B
1.5%
SEK 1.2B
+0.5%
SEK 1.2B
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 21.6B
Legal Protection
72/100
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: 1.5%
Long-term growth: 1.5%
Value build
Value for planning period: SEK 372.8M
Terminal value: SEK 787.6M
How the valuation is built

Valuation Build

Royalty Relief DCF
YearRevenueRoyaltyAfter TaxPV
Y1SEK 22,246,970,000SEK 112,124,729SEK 89,027,035SEK 84,980,578
Y2SEK 22,914,379,100SEK 115,488,471SEK 91,697,846SEK 79,753,997
Y3SEK 23,601,810,473SEK 118,953,125SEK 94,448,781SEK 74,848,867
Y4SEK 23,955,837,630SEK 120,737,422SEK 95,865,513SEK 69,222,428
Y5SEK 24,315,175,195SEK 122,548,483SEK 97,303,495SEK 64,018,931
Explicit PV (Y1–Y5)SEK 372,824,802
Terminal Value (undiscounted)SEK 1,197,130,756
Terminal PV (discounted)SEK 787,628,758
Total Brand ValueSEK 1,160,453,559

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

PostNord

Prepared reference case

Indicative value of approximately SEK 1.16 billion for the PostNord name in selected parcel and logistics services, using an analyst-defined FY2025 external-sales base excluding TPL. This is not a valuation of PostNord AB or its operating network. Brand strength, legal protection, royalty and forecast are analyst assumptions, not observed licensing terms or customer-survey measures. Several geographic operations had weak or negative 2025 earnings, so the illustrative royalty cannot be validated against the group operating result.

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 21.599bninferred
Discount rate
9.75%estimated
Brand strength
72/100estimated
Royalty
0.504%estimated
Legal protection
72/100estimated
Forecast
3% for three years, then 1.5%; terminal 1.5%assumed
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.

PostNord Annual Report 2025, segments and Note 3 revenuePostNord Interim Report January-June 2026

Legal Protection

trademark Status80
scope Of Rights76
risk Profile65
litigation68
contractual Rights70
goodwill Evidence82
regulatory Compliance63

Brand Strength

marketing Investment68
quality79
availability92
distinctive Brand Codes76
mental Availability85
consideration70
trust74
choice Share72
penetration80
price Elasticity55
revenue Premium57
margin Premium53
stability58