{"id":35465,"date":"2025-09-02T10:08:53","date_gmt":"2025-09-02T09:08:53","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=press-release&#038;p=35465"},"modified":"2025-09-02T10:08:54","modified_gmt":"2025-09-02T09:08:54","slug":"from-icons-to-innovators-nordic-brands-balance-tradition-and-innovation-in-2025","status":"publish","type":"press-release","link":"https:\/\/brandfinance.com\/press-releases\/from-icons-to-innovators-nordic-brands-balance-tradition-and-innovation-in-2025","title":{"rendered":"From icons to innovators: Nordic brands balance tradition and innovation in 2025"},"content":{"rendered":"\n<p><strong><em>New research from Brand Finance reveals modest 1% growth, as Nordic brands hold their ground and evolve<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Equinor tops the ranking at EUR14.1 billion, despite a 10% decline<\/strong><\/li>\n\n\n\n<li><strong>Valio leads as the strongest Nordic brand with a BSI score of 96.3\/100 (AAA+), reflecting over a century of trust<\/strong><\/li>\n\n\n\n<li><strong>Fastest growing brand: Tulip grows 98% to EUR931 million, driven by plant-based innovation and creative consumer engagement<\/strong><\/li>\n\n\n\n<li><strong>Equinor holds the highest Sustainability Perceptions Value at EUR1.3 billion, while Volvo shows the greatest opportunity for growth<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>LONDON, 2 September 2025 <\/strong>\u2013 Brand Finance\u2019s latest <a href=\"https:\/\/brandirectory.com\/reports\/nordic\" target=\"_blank\" rel=\"noopener\">Nordic 150 2025<\/a> ranking reveals a region where tradition and innovation go hand in hand, allowing Nordic brands to hold their ground and forge new paths despite shifting economic conditions and currency pressures. According to Brand Finance, the world\u2019s leading brand valuation consultancy, the total brand value of the top 150 Nordic brands edged up by 1% this year, reflecting a story of steady progress and long-term trust built with consumers across global markets.<\/p>\n\n\n\n<p>Sweden once again dominates the ranking, contributing 44% of the total brand value (EUR100.9 billion). Iconic household brands anchor the country\u2019s global reputation for design, innovation, and cultural influence. Denmark follows with EUR54.4 billion, powered by the diverse successes of <strong>LEGO<\/strong>, <strong>Novo Nordisk<\/strong>, <strong>Maersk<\/strong>, and <strong>Tulip<\/strong>, while Norway\u2019s brands collectively contribute EUR37.9 billion, led by energy giant <strong>Equinor<\/strong>. Finland delivers the fastest growth momentum, adding five new brands and reaching a combined brand value of EUR34.7 billion.<\/p>\n\n\n\n<p><strong>Equinor<\/strong> is the Nordic region\u2019s most valuable brand at EUR14.1 billion. Despite a 10% drop in brand value, the energy company continues to lead in carbon capture projects such as Northern Lights and the CO\u2082 Highway Europe.<\/p>\n\n\n\n<p><strong>IKEA<\/strong> ranks second with a brand value of EUR12.0 billion, down 18%. The Swedish retail giant maintains its global presence, most recently opening a flagship store on London\u2019s Oxford Street. <strong>Volvo<\/strong> takes third place at EUR10.3 billion, down 6%. The brand combines its heritage in safety with a growing reputation for sustainability and Scandinavian luxury.<\/p>\n\n\n\n<p><strong>Tulip<\/strong> climbs 51 places to become the fastest-growing Nordic brand, with its value up 98% to EUR931 million. Denmark\u2019s oldest food brand has reinvented itself through plant-based innovation and creative consumer engagement.<\/p>\n\n\n\n<p><strong>Valio,<\/strong> valued at EUR1.8 billion, is once again the strongest Nordic brand with a Brand Strength Index (BSI) of 96.3\/100 and an AAA+ brand strength rating. Its long-standing reputation for quality is matched by a strong innovation pipeline and carbon-neutral goals. <strong>ICA <\/strong>follows as the second strongest Nordic brand with a BSI of 93.2\/100 (AAA+ rating), reflecting deep consumer trust and successful diversification into services beyond grocery. <strong>Prisma<\/strong> is the third strongest brand in the ranking, with a BSI of 91.7\/100 and an improved AAA+ rating, showing how strong retail engagement drives trust and loyalty.<\/p>\n\n\n\n<p><strong>SAAB<\/strong> (brand value up 53% to EUR1.2 billion) emerges as the brand to watch in 2025. By expanding beyond defense into education partnerships and innovation incubators, SAAB demonstrates how trust and technology can be combined to strengthen brand value.<\/p>\n\n\n\n<p><strong>Sector Performance<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The banking sector contributed EUR26.0 billion in brand value. 13 of 15 banks achieved double-digit growth. <strong>Swedbank<\/strong> rose 49% to EUR4.5 billion, entering the top 10.<\/li>\n\n\n\n<li>The engineering sector recorded EUR24.4 billion in brand value. Growth was led by <strong>ROCKWOOL<\/strong> (brand value up 28% to EUR607 million), <strong>NCC<\/strong> (brand value up 20% to EUR595 million), and <strong>Veidekke<\/strong> (brand value up 23% to EUR476 million).<\/li>\n\n\n\n<li>The retail sector remains the largest contributor at EUR26.3 billion. <strong>Systembolaget<\/strong> increased 42% to EUR1.6 billion, supported by sustainability initiatives.<\/li>\n\n\n\n<li>The leisure and tourism sector grew by 50%, driven by gambling leaders <strong>Evolution Gaming<\/strong> (brand value up 84% to EUR992 million) and <strong>betsson<\/strong> (brand value up 61% to EUR468 million).<\/li>\n\n\n\n<li>The energy sector remains strategically important with <strong>Preem<\/strong> leading growth, up 39% to EUR801 million.<\/li>\n<\/ul>\n\n\n\n<p>In the sustainability arena, Nordic brands remain global leaders but face heightened consumer scepticism. Respondents in Denmark, Finland, Norway and Sweden were the most likely in Europe to disagree that brands are committed to sustainability, reflecting consumer awareness and cultural principles like <em>Janteloven<\/em>, which favour humility and make grand statements less persuasive.<\/p>\n\n\n\n<p><strong>Equinor<\/strong> holds the highest Sustainability Perceptions Value (SPV) at EUR1.3 billion, though Scope 3 emissions remain a challenge. Volvo shows the largest opportunity value at EUR202.4 million, with room to build brand value by better communicating its EV and carbon reduction progress.<\/p>\n\n\n\n<p><strong>LEGO<\/strong> reported 33% of its bricks were made from renewable materials in 2024, nearly triple from the year before, while <strong>\u00d8rsted<\/strong> now generates 90% of its energy from renewables and targets 99% by 2025.<\/p>\n\n\n\n<p><strong><strong>Cristobal Pohle Vazquez, Associate Director, Brand Finance<\/strong>, commented:<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\"Nordic brands have mastered the art of balancing heritage with innovation. While overall growth is modest, the region\u2019s ability to reinvent trusted icons, diversify into new categories and lead in sustainability keeps its brands globally competitive. This dual strength of staying rooted while pushing forward defines the resilience of Nordic brands in 2025.\"<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>Nordic CEOs continue to show how values-based leadership sustains brand equity.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Daniel Erv\u00e9r of <strong>H&amp;M<\/strong> leads with a BGI score of 80.6\/100, recognised for long-term vision and gender diversity commitments.<\/li>\n\n\n\n<li>Daniel Ek of <strong>Spotify<\/strong> follows with 79.3\/100, reflecting his role as both technology leader and cultural figure.<\/li>\n\n\n\n<li>Niels Christiansen of <strong>LEGO<\/strong> earns the highest reputation among analysts and journalists, with a score of 73.6\/100 reinforcing LEGO\u2019s global trust.<\/li>\n<\/ul>\n\n\n\n<p>Other leaders such as Jesper Brodin of <strong>IKEA<\/strong>, Martin Lundstedt of <strong>Volvo<\/strong>, and Vincent Clerc of <strong>Maersk<\/strong> highlight the region\u2019s balance of innovation and responsibility.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New research from Brand Finance reveals modest 1% growth, as Nordic brands hold their ground and evolve LONDON, 2 September 2025 \u2013 Brand Finance\u2019s latest Nordic 150 2025 ranking reveals a region where tradition and innovation go hand in hand, allowing Nordic brands to hold their ground and forge new paths despite shifting economic conditions [&hellip;]<\/p>\n","protected":false},"featured_media":4452,"comment_status":"closed","ping_status":"closed","template":"","tags":[12,242,11,210,129,323,105],"class_list":["post-35465","press-release","type-press-release","status-publish","has-post-thumbnail","hentry","tag-brand-valuation","tag-denmark","tag-featured","tag-finland","tag-nordic","tag-norway","tag-sweden"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35465","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/press-release"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=35465"}],"version-history":[{"count":3,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35465\/revisions"}],"predecessor-version":[{"id":35493,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35465\/revisions\/35493"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/4452"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=35465"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=35465"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}