Repeating its 2018 success, SAP has once again earned the top spot in the BrandZ Most Valuable German Brand in 2019. Year-over-year, the company has increased its brand value by four percent to $50.9 billion, making it Europe’s most valuable brand for the first time as well.
The renowned BrandZ brand value ranking is released annually by UK communications services group WPP and global research agency Kantar Millward Brown. It is based on data from more than 650,000 consumers and professionals in 31 countries.
Most Valuable German Brand ahead of Deutsche Telekom, BMW, Mercedes-Benz
As in 2018, SAP has again secured first place in the BrandZ ranking for Germany, ahead of brands including Deutsche Telekom, BMW, and Mercedes-Benz. With a brand value of $50.9 billion, SAP is nearly $10 billion above Deutsche Telekom, the second-place brand.
The BrandZ Top 50 reports for Germany pinpoint the factors that make the SAP brand so valuable: In addition to commercial success and market capitalization, consumer trust has particular significance. This trust is earned each day through commitment and dedication to customers and is absolutely crucial for a brand’s value.