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04 SAP

Position: #04

Brand: SAP
Brand value: 12'846 Mio. EUR
Brand value change compared to last year: −4%
Ranking change compared to last year: −1


SAP, a leading provider of enterprise software and services, is benefiting from the fact that concepts such as The Cloud and big data are becoming better understood by tech savvy consumers. Since 2012 SAP is the official Business Software Solutions and Business Analytics Software Sponsor of the NFL. In 2015, the brand sponsored the Super Bowl, leveraging its technologies to help the league and its sponsored teams to optimize their business processes to gain a competitive edge on and off the field, while also improving the football experience for fans. Recent product launches may imply that the brand is moving to a simpler naming convention, using more descriptive names to enhance the visibility of the SAP brand and provide a simpler, more consistent way to navigate offerings. SAP's conviction that yesterday's technologies will not solve tomorrow's challenges is evident in its commitment to R&D and responsiveness to customer needs. The brand utilizes its Partner Ecosystem to ensure that solutions complement and integrate the often overlapping requirements of the large organizations it serves. While five consecutive years of double-digit growth have helped SAP establish an outstanding reputation as the fastest-growing mega-cap company in the enterprise software industry, marketing remains focused on demonstrating the company's commitment to delivering a highly visible, purpose-centric brand. SAP continues to be present in traditional B2B mediums like business publications and airports, while strengthening its presence in more traditional B2C channels through its sponsorship strategy. Through its focus on customers, employees, and communities, the brand has drawn up a sustainable future, with a rich collection of stories that tell how SAP improves lives and helps the world run more smoothly.

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