Announcement: SAP Recognized as World’s 16th Most Valuable Brand

SAP has just been named the 16th most valuable brand in the BrandZ Top 100 Most Valuable Global Brands ranking. The achievement represents SAP’s highest ranking ever—up one spot from 2018 and five spots from 2017. In addition, SAP is the only B2B brand in the top 20.

The new ranking indicates that SAP is outpacing competition and surpassing well-known brands such as Disney, UPS, and Starbucks, all while delivering a 4% YoY brand value increase, reaching $57.528M. The brand ranking measures both the financial value of SAP and how much brand value alone contributes to corporate value. This is good news not just for SAP—but for SAP partners too.

“The SAP brand is a tremendous asset, not just for us, but for our partners as well,” commented Siddharth Taparia, SVP, Head of Global Ecosystem and SME Marketing for SAP.

Association with SAP conveys a passion for quality, innovation and customer success. It enables our ecosystem to help deliver on our mission to make the world run better and improve people’s lives.” We hope our partners will lean on the SAP brand to help them be successful.”

“This brings us another step closer to reaching our goal of becoming a Top 10 Brand and represents SAP’s highest ranking yet,” said SAP CMO Alicia Tillman.

Tillman and SAP are set on reaching that top 10 goal, focusing on delivering exceptional customer experiences, creating disruptive innovations, and messaging the SAP brand promise consistently across each customer touchpoint.

According to the report, brands that are topping the list in 2019 are distinctively meaningful, which is defined as filling functional, emotional, or social needs in relevant ways.

The three components of brand equity are meaningful, difference, and salience. Not only does SAP excel in all three categories, it is well ahead in leading with experience to enable customers to become Experience Companies.

Beyond this, SAP has three clear Top 10 accolades:

• Ranked #1 in Continental Europe for the third year in a row. We are the only European brand in the Top 20.
• Ranked #7 in the Technology category, ahead of Salesforce (#46) and Oracle (#50), which fell 5 spots.
• Ranked #3 in the B2B category, representing an increase from 2018, with Microsoft at #1 and IBM at #2