北欧最具价值和最强大品牌150强的2025年度报告（英）2025

Nordic The annual report on the most valuable and strongest Nordic brands From the north,moving up:Nordic brands +Regional momentum grows as Nordic brandsbalance tradition, innovation, and global reach +Norway’s crown jewel:Equinorstays the mostvaluable Nordic brand in 2025 +Tulipmixes classic cuts with plant-based innovation,rises as fastest growing Nordic brand +SAABemerges as a brand to watch, buildingsafety and trust beyond defence +Valio’scentury of quality shines through, retainsthe Nordics’ highest BSI score of 96.3/100 +Sustainability:Equinorwins on SPV,Volvoshows potential, yet consumers stay critical Contents Regional Overview6 Valuation Analysis9 Most Valuable Nordic Brands 202510Most Valuable Brand:Equinor12Fastest Growing Brand Value:Tulip13Brand to Watch:SAAB14 Brand Strength Analysis15 Sector Analysis Banking19Engineering20Retail21Energy22Food23Leisure & Tourism24 Global Soft Power Index28 Sustainability Analysis31 Brand Spotlights35 NordeaMagnus Aurell Head of Brand, NordeaSecuritasElizabeth Fjellerup Group CMO and Head of Brand, Securitas ABValioIsmo Nikkola, Executive Vice President, Brand, Sustainability &Communications, Valio Brand Value Ranking (EURm)45 Methodology AboutBrand Finance Bridging the gap between Brand Finance was set up in 1996 with theaim of 'bridging the gap between marketingand finance'. For more than 25 years, we Quantifying the We put thousands of the world’s biggestbrands to the test every year. Rankingbrands across all sectors and countries, Unique combination The world'sleading brandvaluation Our teams have experienceacross a wide range of disciplinesfrom marketing and market research, Priding ourselves Brand Finance, a chartered accountancyfirm regulated by the Institute of CharteredAccountants in England and Wales, is thefirst brand valuation consultancy to join theInternational Valuation Standards Council. For business enquiries, please contact:enquiries@brandfinance.com For media enquiries, please contact:press@brandfinance.com +44 207 389 9400www.brandfinance.com Foreword The global business landscape is constantly evolving, shaped by economic shifts,technological advancements, and changing customer expectations. In this dynamicenvironment, strong brands continue to stand as key drivers of business success, The enduring importance of brand strength is supported by Brand Finance’sextensive research. A well-managed brand delivers measurable value beyondcustomer attraction and retention – it enhances talent acquisition, investorconfidence, and organisational agility. In today’s marketplace, a strong brand David HaighChairman & CEO,Brand Finance Brand Finance has deepened its investment in understanding customerperceptions like never before. This year, the Brand Strength Index has evolvedto include metrics based on familiarity and perceptions of both functional credibilityand emotional appeal versus competitors. This updated model is designed to bepredictive of growth, capturing the drivers of value such as increased demand, higher A persistent challenge is the assumption that Chief Financial Officers(CFOs) are opposed to investing in brands, but we believe this is a misconception.Ambitious CFOs understand that a strong brand supports business success but manyare reluctant to allocate resources toward long-term brand-building without datasupporting this approach, often resulting in a prioritisation of short-term performance Whether you are aiming to strengthen your brand or quantify its contributionto your business’s success, the Brand Finance team is here to support you withbrand valuations that align marketing and finance to accelerate growth. We invite RegionalOverview The Nordic 150, Brand Finance’s annual rankingof the most valuable brands across Sweden, Denmark,Norway, and Finland, has edged upwards in 2025, witha 1% increase in total brand value compared to lastyear. While the rise is modest, it reflects a regionholding its ground and, in many cases, forging ahead This year, the majority of Swedish brands recordeddouble-digit growth, with several from the leisure andtourism, banking, and retail sectors surging by morethan 50%. Such impressive performances point to acombination of robust domestic demand, effectiveinternational expansions, and skilful brand positioning. Denmark takes the second-largest share in the ranking,with 37 brands worth a combined EUR54.4 billion.Danish brands have long punched above their weight Swedish brands once again take the lion’s share inthe rankings, accounting for 44% of the ranking’s totalvalue at EUR100.9 billion. The country’s top ten brands on the global stage, and this year is no exception.LEGO,Tuborg,Carlsberg, andNykreditare among The addition of five new brands to the rankinghas bolstered its position, with well-establishednames likeNordeaand theK-Groupleading thecharge. Nordea’s banking influence and K-Group’sretail dominance highlight Finland’s ability to The country’s