品牌价值-北欧最具价值和最强大品牌150强的2025年度报告（英）

Nordic 150 2025 The annual report on the most valuable and strongest Nordic brands From the north, moving up: Nordic brands power ahead in 2025 + Regional momentum grows as Nordic brands balance tradition, innovation, and global reach + Norway’s crown jewel: Equinor stays the most valuable Nordic brand in 2025 + Tulip mixes classic cuts with plant-based innovation, rises as fastest growing Nordic brand + SAAB emerges as a brand to watch, building safety and trust beyond defence + Valio’s century of quality shines through, retains the Nordics’ highest BSI score of 96.3/100 + Sustainability: Equinor wins on SPV, Volvo shows potential, yet consumers stay criticalBrand Finance Nordic 150 2025brandirectory.com/nordic  3© 2025 All rights reserved. Brand Finance Plc.ContentsForeword 5David Haigh, Chairman & CEO, Brand Finance Regional Overview 6Valuation Analysis 9Most Valuable Nordic Brands 2025 10Most Valuable Brand: Equinor 12Fastest Growing Brand Value: Tulip 13Brand to Watch: SAAB 14Brand Strength Analysis 15Sector Analysis 18Banking 19Engineering 20Retail 21Energy 22Food 23Leisure & Tourism 24Brand Guardianship Index 25Global Soft Power Index 28Sustainability Analysis 31Brand Spotlights 35Nordea 36Magnus Aurell Head of Brand, NordeaSecuritas 39Elizabeth Fjellerup Group CMO and Head of Brand, Securitas ABValio 42Ismo Nikkola, Executive Vice President, Brand, Sustainability & Communications, ValioBrand Value Ranking (EURm) 45Methodology 48Our Services 56Our teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting. Unique combination of expertiseBrand Finance, a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales, is the first brand valuation consultancy to join the International Valuation Standards Council. Our experts crafted standards (ISO 10668 and ISO 20671) and our methodology, certified by Austrian Standards, is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the world’s biggest brands to the test every year. Ranking brands across all sectors and countries, we publish over 100 reports annually. Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of 'bridging the gap between marketing and finance'. For more than 25 years, we have helped companies and organisations of all types to connect their brands to the bottom line. Bridging the gap between Marketing and FinanceAbout Brand FinanceThe world's leading brand valuation consultancyFor business enquiries, please contact:enquiries@brandfinance.comFor media enquiries, please contact:press@brandfinance.com+44 207 389 9400www.brandfinance.comForewordBrand Finance Nordic 150 2025brandirectory.com/nordic  5David Haigh Chairman & CEO, Brand FinanceThe global business landscape is constantly evolving, shaped by economic shi