New Brand Finance data reveals technology, banking and industrial innovation continue to underpin Finland's top 25 brands in 2026
HELSINKI, 22 September 2026 – Finland's electronics sector continues to anchor the country’s business landscape, contributing a 22% share (EUR7.2 billion) of the collective brand value, followed by the banking and engineering sectors, which contribute a 20% share (EUR6.7 billion) and a 15% share (EUR5 billion), respectively.
According to the Brand Finance Finland 25 2026 ranking by Brand Finance, the world's leading brand valuation consultancy, the country's leading brands are collectively worth EUR33.3 billion, up 3% from last year, demonstrating resilience in 2026 despite a challenging global economic environment. The ranking also reflects the enduring strength of Finnish technology, financial services, industrial manufacturing and energy sectors, with continued investment in innovation, digitalisation and advanced engineering helping many brands maintain their competitive positions.
Finland’s economy this year shows signs of recovery from a recession, with the European Commission’s forecast in spring 2026 projecting Finland’s gross domestic product (GDP) growth to be around 0.8%, up from 0.2% in 2025. This increase was driven by rising domestic demand and private consumption, thanks to cumulative wage growth over the past few years.
Nokia (brand value up 30% to EUR7.2 billion) retains its position as Finland's most valuable brand. Following a significant brand value decline in 2025, Nokia has regained momentum by capitalising on growing demand for AI-enabled technologies and advanced network infrastructure. This recovery is reflected in its H1 2026 performance, with net sales rising 6% year-on-year to EUR9.2 billion. Growth was driven by strong demand across key business segments, including a 20% increase in optical network sales, while AI and cloud-related net sales more than doubled, surging 105% to EUR2.8 billion.
Nordea (brand value up 23% to EUR6.2 billion) remains Finland's second most valuable brand. This double-digit brand value growth reflects a solid financial year, recording a total income of EUR5.9 billion in the first half of 2026, supported by increases in net fee and commission income, corporate lending, and assets under management (AUM), which reached a value of EUR504.7 billion. The new strategy announced in November 2025 aims to see the bank shift from its reorganisation to growth, powered by continued technology enhancements. Nordea has invested in a unified digital banking platform, helping grow its digitally active users to five million.
Neste (brand value up 13% to EUR3 billion) maintains its position as Finland’s third most valuable brand, as its market leadership position and innovation in renewable diesel continues to drive growth. The renewable products segment benefitted from regulatory tailwinds, such as Germany’s adoption of the European Union’s Renewable Energy Directive (RED III) legislation, which is projected to add almost two million tonnes of annual renewable diesel demand. Looking ahead, Neste is investing in future capacity through the expansion of its Rotterdam refinery, which, once complete, is set to become the world’s largest renewables refinery, reinforcing the brand’s position at the forefront of Europe’s growing renewable fuels market.
OP Bank has emerged as Finland’s fastest-growing brand in 2026, with a 75% increase in brand value to EUR497 million, climbing 12 spots to 17th place. The rise reflects its strong domestic market position, loyal customer base, and growth in fee-based services, supported by its distinctive customer-ownership model. Continued investment in digital banking and the integration of non-life insurance have further strengthened consideration for the brand. OP Bank recorded total income of around EUR2.1 billion, with revenue growth in net commissions and fees, insurance services, and assets under management (AUM).
Finnair emerges as the nation’s brand to watch, recording a brand value increase of 12% to EUR390 million, rising five places to rank 20th in 2026. This can, in part, be attributed to the brand capitalising on surging transatlantic travel and intra-European travel demand.
Fazer (brand value down 7% to EUR658 million) rises to become Finland's strongest brand, with Brand Strength Index (BSI) score of 92.8/100 and an AAA+ rating. Despite a minor contraction in brand value, the food and confectionery brand continues to outpace competitors with a solid financial performance and high-profile innovations. Fazer Group closed the 2025 financial year with net sales of EUR1.2 billion and a 3% increase in its comparable operating result to EUR78 million, thanks to enhanced marketing investment and cost discipline. According to Brand Finance market research data in the country, the brand excels in key metrics, such as familiarity, reputation, engagement, and admiration.
Mike Rocha, Chief Commercial Officer, Brand Finance, commented:
“Strong brands are never finished, they evolve. Finland’s leading brands show that lasting value doesn’t come from standing still, but from the ability to reinvent. Nokia, once defined by mobile phones, has carried its brand equity through into a new era of AI-led network infrastructure and cloud demand. Neste has transformed from an oil company into a renewable diesel leader, while Nordea’s restructuring has reinforced trust and digital engagement in Finnish banking. Finnair’s rebound shows that even the most cyclical sectors can rebuild relevance once demand returns, and Fazer’s rise to Finland’s strongest brand underscores that deep familiarity, reputation and everyday consumer connection remain just as powerful as reinvention itself. Together, these brands reveal a Finnish brand economy that thrives not despite change, but because of its ability to innovate and adapt.”
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
