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1、BrandFinanceSweden502024TheannualreportonthemostvaluableandstrongestSwedishbrandsMarch2024ContentsAboutBrandFinance3Foreword4DavidHaigh,Chairman&CEO,BrandFinanceRankingAnalysis7BrandValueRanking(SEKm)14Methodology15OurServices212024Allrightsreserved.BrandFinancePlc.BridgingthegapbetweenMarketingandF
2、inanceBrandFinancewassetupin1996withtheaimofbridgingthegapbetweenmarketingandfinance*.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.QuantifyingthefinancialvalueofbrandsWeputthousandsoftheworld,sbiggestbrandstothetesteveryyear.Rankingbrandsacros
3、sallsectorsandcountries,wepublishover100reportsannually.UniquecombinationofexpertiseOurteamshaveexperienceacrossawiderangeOfdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.PridingourselvesontechnicalcredibilityBrandFinance,acharteredaccountancyfirmregula
4、tedbytheInstituteofCharteredAccountantsinEnglandandWales,isthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountabilityStandardsBoard.For
5、ewordDavidHaighChairman&CEO,BrandFinanceBrandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowitcontributestotheoverallvalueofthecompany.Thisimportantunderstandingcaninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohel
6、pattractinvestorsandsecurefinancing,asastrongbrandcanbeavaluableasset.Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinesss
7、trategy.Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompany
8、commandahigherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityandtrustworthy.Inaddition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally,astrongbrandcanprovideacompanywithacompetitive
9、advantageandhelpitweathereconomicdownturnsorindustrydisruptions.Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstandingcustomerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensOfjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalr
10、esearch,withthefindingsrepresentingacatalystforfurtherconversations.Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.eyourocalculationsusedto
11、Jlbrandsvalue,aswellequityresearch.：，BrandFinance1SBrandValueRprovidesacompletebreakowoftheassumptions,d肉SOUrCe彳andlryalue,drivingperformance,J?andgaininginsightsintoyourZFnstpeeniries(三)brahifinance.cojRequestyourownBrandValueRepo三,rEachreportincludese)recommendationsfohgrowingGainInsight1.everages
12、trategicinsightstoenhanceyourbrandsfinancialstanding.StrategicGuidanceStrategiseeffectivelytopositionyourbrandasamarketleader.BenchmarkYourPerformanceBenchmarkyourbrandagainstindustrystandardsforacompetitiveedgeinthecorporatelandscape.EmpowerYourMarketingTearnEmpoweryourmarketingteamwithcomprehensiv
13、eknowledgeaboutyourbrandsfinancialvalue.EnhanceCommunicationOptimisecommunicationchannelsbyunderstandingandarticulatingyourbrandsfinancialsignificance.DeepenUnderstandingDeepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess.GetFullAccesstoourGlobalDataBrandFinance1SGlobalBrandEqu
14、ityMonitorResearchutilisesacomprehensiveframeworktotrackandmeasurethecorebuildingblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,maintainingandbuildingbrandstrength.Brands,andcustomerrelationshipwithbrands,arecomplex.Assuchtheyrequireattention,directio
15、nandmeasuredsupportifthey,retofulfiltheirpotential.Ourbrandequityreportsdeliverexpertinsightandrecommendationstopoweryourbrandstrategiesandvaluation.O+6,000brandsOriginalmarketresearchonglobal,marketandsectorleadingbrands.Q41countriesComprehensivecoverageformarketspecificlearningsthatinformdecisionm
16、aking.Q3IsectorsBenchmarkyourbrandagainstcompetitorsandleverageindustrylevelinsightstoempoweryourstrategy.C+I50,OOOrespondentsRobustmarketrepresentationforaglobalperspective.Q8thconsecutiveyearTakealongerviewtotrackandlearnfromfastgrowingbrands,marketdisrupters,andmarketleaders.StrategicInsightUnder
17、standyourbrandsstandinginthemarket,whatit,sknownforrelativetothecompetition,andwhatdrivescustomerdecisionmakingsoyoucancreatearoadmapforsuccess.enquiriesRankingAnalysisSwedenbrandpowerhouses:IKEAreignssupreme9VolvoSUrges,ScandicHotelsleadsforstrength+Adecadeontop:IKEAisSweden,smostvaluablebrandforIO
18、thconsecutiveyear+Volvorises:ReclaimingitspositionasSweden,ssecond-most-valuablebrand+ScandicHotelsemergesasSweden,sstrongestbrand+HotcompetitionamongSweden,sstrongestbrands,withIf9SwedbanktandSpotifyenteringtopIO+SwedencontinuesasNordicSoftPowernationleaderRankingAnalysisThisyear,Sweden,smostvaluab
19、leandstrongestbrandshaveshownsustainedgrowth,withanalmost5%increaseinaggregatebrandvalue,reachingSEK1.25trillion.Whilegrowthisslowerthanthatof2023,ithighlightstheresilienceofSwedishbrandsandtheongoingrecoveryofbrandsinthepost-pandemicera.Therearenodropoutsornewentrantsinthisyearsranking,areflectiono
20、fthestabilityoftheSwedish50.Aerospace&Defenceleadsasthefastestgrowingindustryintheranking,withaggregatebrandvalueup32%amidgrowinggeopoliticaltensions.Insurancefollowswitha25%increase,andAutomobileswith23%.Ontheotherhand,consumer-facingsectorslikeCosmetics&PersonalCare(down23%)andApparel(down9%)haves
21、eendeclinesintermsofoverallbrandvalue.Thisisduetoreducedprivateconsumption,stemmingfromahighercostoflivingandconsumercutbacksonnon-essentials,reflectingawiderglobaltrend.Adecadeontop:IKEAisSweden,smostvaluablebrandfor10thconsecutiveyearIKEA(brandvalueup4.7%toSEK175.1billion)remainsSweden,smostvaluab
22、lebrand,toppingtherankingforthetenthconsecutiveyear.TheIKEAbrandsdecade-longreignrevolvesarounditseffortstoimproveaffordabilityandaccessibility.In2023,IKEAannouncedpricereductions,whichledtoanincreaseinsalesfortheyear.Further,IKEAalsoplanstogrowitsUSfoothold,investingoverUSD2billionintheregionoverth
23、enext3years,includingtheexpansionofpickuppointsforUScustomers.AccordingtoBrandFinance,sresearch,IKEAcontinuestoperformwellintermsofprice,meaningvalueformoney,andloyalty.AnnaBrolinManagingDirectorNordics,BrandFinanceThisyear,wehaveseensignificantshiftsinthetopIOstrongestSwedishbrands,withnonetheprevi
24、ousyear,sbrandsmaintainingtheirpositionfor2024.ThishighlightsthefiercecompetitionamongSweden,sstrongestbrands,especiallyassmallerbrandsmakeprogressandclimbtheBrandStrengthIndex(BSI)ranking.Inresponsetothisdynamiclandscape,itisvitalthatSweden,sleadingbrandscontinuetoproactivelyseekwaystoenhancetheirb
25、randstrengthandimpact.AnnaBrolin,ManagingDirector,BrandFinanceNordicsTopIOMostValuableSwedishBrands2024BrandFinancePlc.2024SEK175.1bn5%DSEK130.1bn+41%-fzHMSEK94.8bn%d45OO争SpotifyNordeaSEK78.6bnSEK55.7bn+12%+4%C6OeTeIiQComPony7OVATTENFA1.1.SEK45.0bn-1%SEK4I.8bn+11%+34%SCANIASEK4I.IbnERICSSONSEK37.5bn
26、+37%Swedbank。SEK36.3bn+30%BrandFinancePlc.2024Volvoup41%,reclaimingitspositionasSweden,ssecond-most-valuablebrandVolvo(brandvalueup41%toSEK130.1billion)boaststhelargestpercentageincreaseinbrandvalueofanySwedishbrandthisyear.ThisincreaseseesVolvoreclaimitspositionasSwedenssecondmostvaluablebrandinthe
27、ranking,overtakingH&M(brandvaluedown4.3%toSEK94.8billion).Volvo,simprovedfinancialresultsfollowitsongoingtransformationtobecomeamoresustainablebusinessasitcontinuestogrowitselectriccardivision.Volvo,spledgetocommittosustainabilityisalsomirroredinitsimprovedscoresacrossESGmetrics,accordingtoBrandFina
28、ncesGlobalBrandEquityMonitor(GBEM)research.Overall,Volvohasexperiencedanear10-pointimprovementinitsBrandStrengthIndex(BSI)score,earningacorrespondingAA+rating.Ontheotherhand,H&Msbrandvaluedecline(nowranked3rd)followsayearofdifficultytoattractcustomersandflatsales.H&Malsoremainsunderscrutinyasconsume
29、rsveerawayfromwhattheyperceiveas,fastfashion*brandsandgravitatetowardsmoresustainablealternatives.BrandValueChange2023-2024(%)BrandFinancePlc.2024BrandFinancesdatashowsthatH&Misperceivedtobelesssustainablethanthesectoraverageforapparel.Therehasbeensignificantnegativepublicityaboutthebrandsallegedmis
30、representationofcertainproductsandlinesasbeingsustainable,whichmayhavecontributedtothisnegativeperception.ThisbacklashappearstohavebeensoseverethatconsumersnowbelieveH&Mtobeevenlesscommittedtosustainabilitythanitactuallyis-H&Mhasthelargest*gap,valueofanySwedishbrand.Closingthisgapoughttobeapriorityf
31、orthebrand,giventhatintheApparelindustry,sustainabilityisfoundtobethe3rdmostimportantattributeindrivingconsumerconsideration(9.6%).ScandicHotelsemergesasSweden,sstrongestbrandScandicHotels(brandvaluedown1.7%toSEK8.0billion)hasbecomeSweden,sstrongestbrand,ranked36thintheoverallrankingforbrandvalue.To
32、pIOStrongestSwedishBrands20242Scandic86.3-0.6rSwedbank80.1+4.9ITeliaCompany86.3-2.981.8+1.751Wi1.1.YsS8l.l-42DKlarna.SYSTEMBO1.AGET6Spotify79.779.178.677.3-0.2+0.l+l.4+5.3AccordingtoBrandFinance,sresearch,ScandicHotelshasachievedperfectscoresforprice,familiarity,consideration,andreputation,contribut
33、ingtoitsimprovedBSIranking.Thebrandisbenefittingfromaglobaluptickinthehospitalitysectorasconsumersreprioritisetravellingandthetourismsectorreboundsinthepostpandemicera.ICA(brandvalueup8%toSEK20.4billion)hasbecomeSwedenssecondstrongestbrand,underscoringitssignificantfootholdinSwedishcultureasthenatio
34、n,sbiggestretailerasdemonstratedbyitsperfectscoreforloyalty,accordingtoBrandFinance,sresearch.HotcompetitionamongSweden,sstrongestbrands,withIf,Swedbank,andSpotifyenteringtop10InsurancebrandIf(brandvalueup32%toSEK20.7billion).Swedbank(brandvalueup30%toSEK36.3billion),andSpotify(brandvalueup12%toSEK7
35、8.6billion)allenterthetop10strongestSwedishbrandslistthisyear,in4th,6a,tandIOthrespectively.AccordingtoBrandFinancesresearch,eachofthebrandsimprovedintermsofperceivedgrowthscores.SwedencontinuesasNordicSoftPowernationleaderIntheBrandFinance2024GlobalSoftPowerIndex,Swedenranked12thoutof193nations,and
36、aheadofitsNordicneighboursonceagain.Inthe5thiterationoftheIndex,perceptionsofSwedensBusiness&Tradeimproved,upIto9thglobally.PerceptionsofSweden,s*futuregrowthpotential,improveddramatically,up37to37th.SwedenalsocontinuedtoperformwellforSustainableFuture(4th)andranked3rdintheworldforsustainablecitiesa
37、ndtransport*and4actstoprotecttheenvironment,.Ontheotherhand,theGlobalSoftPowerIndexidentifiedgrowingconcernarounddisinformationasakeytrend.HeightenedscepticismabouttheinformationconsumedthroughsocialmediaandglobalnewshasledtoMedia&CommunicationsbecomingincreasinglyimportanttoanationsSoftPower.AllNor
38、diccountriesexperiencedadeclineforthepillarinthisyearsIndex,withSwedenfalling8ranksto16th.ForSweden,andotherNordiccountries,thisisinpartduetolanguagebarriersandtherelativelysmallersizeofitsmarket,makingitmoredifficulttoextenditsreachontheglobalstage.20242023RankRankBrandIIOIKEA232Volvo321H&M44OSpoti
39、fy55Nordea66Telia77Vattenfall892Scania9122EricssonIOIOOSwcdbankIl81Securitas12Il1AtlasCopco1313OSkanska14152SvenskaHandelsbanken15141SEB16172Sandvik17192If1818OICA19161Polestar2020OSKF21222Tele222272AssaAbloy2323OAbsolut24282Systembolaget25262HexagonWillysAlfa1.avalPeabNIBEAutolivEssity32291EQT33321
40、Zyn34382SAAB35362IFS36341ScandicHotels37351Klarna38442Preem39432HusqvarnaGroup40412EvolutionGaming41371Electrolux42462Trelleborg434921.oomis44452NCC45421Bilia46472AAK47391Oriflame48502Epiroc49401Billerud50481DometicGroup2024Brand202320242023BrandValueBrandBrandBrandSectorValueChangeValueRatingRating
41、Retail175,130+4.7%167,319AA+AA+AutomobilesI3O.III+4l.0%92,268AA+AA-Apparel94,825-4.3%99,055AAAAMedia78,632+ll.7%70,426AA+AABanking55,680+4.1%53,512AAAATelecoms45,036-0.8%45,418AAA-AAA-Utilities41,828+IO.7%37,781AA+AAAutomobiles4l,lI5+34.0%30.690AA+AA+EIeCtroniCS37,471+37.0%27,344AAAABanking36,252+29
42、.9%27.914AAA-AA+CommercialServices口UEngineeringAEngineeringAMMBanking二MBankingAMMEngineeringMMInsuranceMRetailMAutomobilesEngineeringATelecomsEngineeringfiSpiritsaARetailMElectronicsARetailMAEngineeringEngineeringQEngineeringMAAutoComponents*fiHouseholdProductsABankingMlfiATobaccoMMAerospace&Defence
43、AAInternet&SoftwareAHotels一MMMBankingAOil&GasAEngineeringA1.eisure&TourismElectrcxiicsAEngineeringACommercialServicesMAEngineeringfiRetailFoodMMHCosmetics&PersonalCareEngineeringA1.ogisticsMMfi1.eisure&Tourism二MethodologyfacebookFacebookfacebookFacebookfacebookFacebookDOMetaMeta+BrandValueDefinitionsBrandValue+EnterpriseValueThevalueoftheentireenterprise,madeupofmultiplebrandedbusinesses.Whereacompanyhasapurelymonobrandedarchitecture,the*enterprisevalueisthesameasb
