Valuation Result

Final Brand Value

Preem — Energy Retail

Valuation date: 10/29/2026

Total Brand Value

SEK 1.1B

This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.

Brand Strength

71/100

Royalty Rate

0.5%

Discount Rate

10.5%

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)

10.5%

-1.0%

SEK 1.3B

10.5%

SEK 1.1B

+1.0%

SEK 1.0B

Royalty Rate

0.5%

-0.5%

SEK 69.7M

0.5%

SEK 1.1B

+0.5%

SEK 2.2B

Terminal Growth

1.0%

-0.5%

SEK 1.1B

1.0%

SEK 1.1B

+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 24.0B

Legal Protection

74/100

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: 1.0%

Base growth: 1.5%

Long-term growth: 1.0%

Value build

Value for planning period: SEK 411.4M

Terminal value: SEK 730.3M

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 24,228,890,000	SEK 129,018,839	SEK 102,440,958	SEK 97,452,399
Y2	SEK 24,471,178,900	SEK 130,309,028	SEK 103,465,368	SEK 89,074,154
Y3	SEK 24,715,890,689	SEK 131,612,118	SEK 104,500,022	SEK 81,416,210
Y4	SEK 25,086,629,049	SEK 133,586,300	SEK 106,067,522	SEK 74,785,039
Y5	SEK 25,462,928,485	SEK 135,590,094	SEK 107,658,535	SEK 68,693,962
Explicit PV (Y1–Y5)				SEK 411,421,764
Terminal Value (undiscounted)				SEK 1,144,582,622
Terminal PV (discounted)				SEK 730,326,821
Total Brand Value				SEK 1,141,748,585

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

Preem

Prepared reference case

Indicative value of the Preem customer-facing name on Swedish Marketing & Sales revenue. This is not a valuation of refining, exports, the whole Preem business or VAROPreem. The reported segment includes activities beyond the filling-station network.

The prior 50% allocation of all Marketing & Sales revenue is replaced by reported Swedish segment revenue. The 0.75% name-only ceiling and 0.5325% selected royalty remain analyst estimates, not an observed licence. Opening royalty is about SEK 127.7m, or 16.4% of reported SEK 778m full Marketing & Sales operating profit; the profit comparison includes Norwegian activity and is directional only. FY2024 is the latest clean standalone geographic base used here and the projection is illustrative, not a current FY2026 run rate. VARO completed its acquisition of Preem in January 2026; current trademark control and contracts have not been independently verified. Legal and behavioral 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 23.989bn FY2024 Swedish Marketing & Sales external revenuereported

Planning growth

1.00% for 3 years, then 1.50%estimated

Long-term growth

1.00%estimated

Royalty rate selected

0.53%estimated

Discount rate

10.50%estimated

Brand Strength

71/100 (B)estimated

Legal analysis

74/100estimated

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.

Preem Holding Annual Report 2024: external sales by segment and geography VAROPreem: acquisition completion and group creation

Legal Protection

trademark Status80

scope Of Rights76

risk Profile65

litigation73

contractual Rights70

goodwill Evidence82

regulatory Compliance70

Brand Strength

marketing Investment66

quality75

availability81

distinctive Brand Codes73

mental Availability74

consideration71

trust73

choice Share69

penetration78

price Elasticity60

revenue Premium65

margin Premium62

stability72