Valuation Result
Final Brand Value
Skistar — Leisure & Tourism
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
78/100
Royalty Rate
2.3%
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 1.4B
9.5%
SEK 1.2B
+1.0%
SEK 1.1B
Royalty Rate
2.3%
-0.5%
SEK 981.5M
2.3%
SEK 1.2B
+0.5%
SEK 1.5B
Terminal Growth
1.5%
-0.5%
SEK 1.2B
1.5%
SEK 1.2B
+0.5%
SEK 1.3B
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
SEK 5.0B
Legal Protection
77/100
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: 2.0%
Base growth: 2.0%
Long-term growth: 1.5%
Value build
Value for planning period: SEK 391.2M
Terminal value: SEK 857.1M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | SEK 5,053,080,000 | SEK 118,242,072 | SEK 93,884,205 | SEK 89,719,225 |
| Y2 | SEK 5,154,141,600 | SEK 120,606,913 | SEK 95,761,889 | SEK 83,574,088 |
| Y3 | SEK 5,257,224,432 | SEK 123,019,052 | SEK 97,677,127 | SEK 77,849,850 |
| Y4 | SEK 5,362,368,921 | SEK 125,479,433 | SEK 99,630,670 | SEK 72,517,681 |
| Y5 | SEK 5,469,616,299 | SEK 127,989,021 | SEK 101,623,283 | SEK 67,550,729 |
| Explicit PV (Y1–Y5) | SEK 391,211,573 | |||
| Terminal Value (undiscounted) | SEK 1,289,348,626 | |||
| Terminal PV (discounted) | SEK 857,052,019 | |||
| Total Brand Value | SEK 1,248,263,593 |
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
SkiStar
Prepared reference case
Indicative value of the SkiStar resort-service name on FY2025/26 group sales. Mountain assets, property development, third-party destination rights and the equity value of SkiStar AB are excluded.
The 3.00% name-only ceiling and 2.34% selected royalty are analyst assumptions, not an observed licence. Opening rent of about SEK 116m is 13.3% of FY2025/26 operating profit, a group-level capacity check rather than proof of name-attributable earnings. Resort infrastructure, location and seasonality are separate value drivers. Legal and behavioral component scores are outside-in estimates, not a legal opinion or measured survey scores.
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 4.954bn FY2025/26 group net salesreported
Planning growth
2.00% for 3 years, then 2.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
2.34%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 Rights79
risk Profile72
litigation74
contractual Rights78
goodwill Evidence81
regulatory Compliance74
Brand Strength
marketing Investment76
quality80
availability83
distinctive Brand Codes79
mental Availability84
consideration80
trust78
choice Share76
penetration78
price Elasticity70
revenue Premium72
margin Premium75
stability74