Sweden 50 2025 The annual report on the most valuable and strongest Swedish brands IKEA remains most valuable Swedish brand despite 22% fall to SEK135.9 billion + Currency exchange changes widen export potential but shrink domestic spending power + Gambling brands surge in value, Evolution Gaming doubles in value to SEK11.2 billion + ICA leads the Swedish brand strength index, showing convenience beats sheer scale + SAAB soars 45 % on NATO-driven defence demand and new European contracts Contents | Foreword ...