Valuation Result
Final Brand Value
Securitas — Pro Services - Commercial
Valuation date: 10/29/2026
Total Brand Value
SEK 32.2B
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
66/100
Royalty Rate
2.0%
Discount Rate
8.4%
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)
8.4%
-1.0%
SEK 37.7B
8.4%
SEK 32.2B
+1.0%
SEK 28.2B
Royalty Rate
2.0%
-0.5%
SEK 24.1B
2.0%
SEK 32.2B
+0.5%
SEK 40.4B
Terminal Growth
1.8%
-0.5%
SEK 30.5B
1.8%
SEK 32.2B
+0.5%
SEK 34.2B
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 155.1B
Legal Protection
74/100
Long-term Growth
1.8%
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: 0.9%
Base growth: 1.9%
Long-term growth: 1.8%
Value build
Value for planning period: SEK 8.8B
Terminal value: SEK 23.4B
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | SEK 156,509,017,000 | SEK 3,098,878,537 | SEK 2,082,282,971 | SEK 1,999,516,594 |
| Y2 | SEK 157,917,598,153 | SEK 3,126,768,443 | SEK 2,101,023,517 | SEK 1,860,315,949 |
| Y3 | SEK 160,918,032,518 | SEK 3,186,177,044 | SEK 2,140,942,964 | SEK 1,747,959,734 |
| Y4 | SEK 163,975,475,136 | SEK 3,246,714,408 | SEK 2,181,620,881 | SEK 1,642,389,419 |
| Y5 | SEK 167,091,009,163 | SEK 3,308,401,981 | SEK 2,223,071,677 | SEK 1,543,195,162 |
| Explicit PV (Y1–Y5) | SEK 8,793,376,857 | |||
| Terminal Value (undiscounted) | SEK 33,760,936,657 | |||
| Terminal PV (discounted) | SEK 23,435,912,857 | |||
| Total Brand Value | SEK 32,229,289,714 |
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
Securitas
Prepared reference case
Forward-looking Securitas case translated into a transparent 2026 valuation profile.
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 155.1bnreported
Planning growth
0.90%inferred
Long-term growth
1.75%estimated
Royalty rate selected
1.98%estimated
Discount rate
8.45%estimated
Brand Strength
66/100 (B-)inferred
Legal analysis
74/100inferred
Inclusion rule
Swedish domicile/originassumed
Model origin
Historical analyst modelestimated
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 Status91
scope Of Rights85
risk Profile65
litigation62.5
contractual Rights70
goodwill Evidence77
regulatory Compliance66.5
Brand Strength
marketing Investment61
quality71
availability81
distinctive Brand Codes57
mental Availability65
consideration67
trust73
choice Share65
penetration77
price Elasticity53
revenue Premium57
margin Premium55
stability69