Valuation Result

Final Brand Value

Scandic Hotels — Hotels

Valuation date: 10/29/2026

Total Brand Value

SEK 5.3B

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

Brand Strength

80/100

Royalty Rate

2.4%

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%

SEK 6.1B

9.5%

SEK 5.3B

+1.0%

SEK 4.8B

Royalty Rate

2.4%

-0.5%

SEK 4.2B

2.4%

SEK 5.3B

+0.5%

SEK 6.4B

Terminal Growth

1.5%

-0.5%

SEK 5.1B

1.5%

SEK 5.3B

+0.5%

SEK 5.6B

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 20.1B

Legal Protection

76/100

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: 2.0%

Long-term growth: 1.5%

Value build

Value for planning period: SEK 1.7B

Terminal value: SEK 3.7B

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 20,661,903,000	SEK 495,885,672	SEK 393,733,224	SEK 376,266,057
Y2	SEK 21,281,760,090	SEK 510,762,242	SEK 405,545,220	SEK 353,930,694
Y3	SEK 21,920,212,893	SEK 526,085,109	SEK 417,711,577	SEK 332,921,170
Y4	SEK 22,358,617,151	SEK 536,606,812	SEK 426,065,808	SEK 310,118,407
Y5	SEK 22,805,789,494	SEK 547,338,948	SEK 434,587,125	SEK 288,877,473
Explicit PV (Y1–Y5)				SEK 1,662,113,801
Terminal Value (undiscounted)				SEK 5,513,837,928
Terminal PV (discounted)				SEK 3,665,142,099
Total Brand Value				SEK 5,327,255,900

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

Scandic Hotels

Prepared reference case

Indicative value of the Scandic hotel name on an estimated share of 2025 group sales. This is not the value of Scandic Hotels Group, its leases, hotels, workforce, distribution systems or hotels operated under other brands.

The 90% name-exposure factor is an analyst estimate, not disclosed brand revenue. The 3.00% hotel name-only ceiling is not an observed licence; hotel-policy records include franchises with broader services. Strength 80/100 selects 2.40%, or SEK 481m opening hypothetical royalty. This is 22.1% of a revenue-proportional allocation of FY2025 adjusted EBITDA, a directional 25%-of-profit check rather than Scandic-name profit. Brand-strength and legal scores are outside-in analyst estimates, not customer research or a legal opinion. Growth and discount rate are scenarios.

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 20.060bn estimated Scandic-name exposureinferred

Planning growth

3.00% for 3 years, then 2.00%estimated

Long-term growth

1.50%estimated

Royalty rate selected

2.40%estimated

Discount rate

9.50%estimated

Brand Strength

80/100 (A-)estimated

Legal analysis

76/100estimated

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.

Scandic FY2025 year-end report: sales, operating profit and adjusted EBITDA Scandic Annual and Sustainability Report 2025: brand portfolio

Legal Protection

trademark Status82

scope Of Rights78

risk Profile72

litigation72

contractual Rights75

goodwill Evidence82

regulatory Compliance70

Brand Strength

marketing Investment78

quality80

availability82

distinctive Brand Codes83

mental Availability86

consideration82

trust80

choice Share76

penetration79

price Elasticity72

revenue Premium78

margin Premium76

stability78