BrandZ Ranking 2019: SAP Is Again Germany’s Most Valuable Brand, Now Tops the European Ranking

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SAP tops the BrandZ German brand value ranking for the second year in a row and is now Europe’s most powerful brand for the first time too.

Repeating its 2018 success, SAP has once again earned the top spot in the BrandZ Most Valuable German Brands 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.

Innovative Brands Grow Faster

“We are thrilled to be recognized as the No. 1 brand on BrandZ’s ranking for Germany, and now also for Europe,” says Alicia Tillman, chief marketing officer, SAP.

Once again, the BrandZ valuation centered this year on companies’ ability to innovate. BrandZ’s global data shows that brands perceived as innovative grow seven times faster than other brands.

“Achieving this top spot underscores our purpose and promise to help the world run better and improve people’s lives,” says Tillman. “We’re playing a key role in our customers’ digital transformation journey worldwide, with a focus on the customer experience. The BrandZ ranking confirms and motivates our work and our ambition to become a top 10 global brand. We’re well on track to achieving that goal.”

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.

Companies and brands are also expected to take a position on important issues, says the 2019 report. Accordinglu to the report, consumers increasingly seek out those brands that have a point of view on the things that matter to them. Over half of Germans now say they favor brands that take a stand on issues such as the environment, responsible sourcing and supply chains, and other social matters.

“Customers value authenticity and are inclined toward companies that have a vision and take a stand,” says Kerstin Köder, head of Marketing, MEE and Germany, SAP. “Our foremost aim is to give our customers solutions that will help them drive innovation and do business more sustainably. As such, we’re making a positive contribution to the economy, society, and the environment. At SAP, we lead by example, including running our data centers on green electricity and working on new technologies such as artificial intelligence, for which we have developed our own set of ethical guiding principles.”

While many German companies succeed primarily through reliability, according to the report, there is still much room for improvement with regards to innovation. As the only dedicated technology company in the top 10 ranking for Germany, SAP is well-equipped in this regard, as it actively embraces a culture of innovation.

BrandZ Top 10 Most Valuable German Brands 2019

Brand Category 2019 Brand Value (US$M)
1. SAP Technology 50,937
2. Deutsche Telekom Telecom Providers 41,226
3. BMW Cars 25,217
4. Mercedes-Benz Cars 23,410
5. DHL Logistics 18,509
6. Siemens Conglomerate 15,351
7. Aldi Retail 14,613
8. Adidas Apparel 13,765
9. Bosch Conglomerate 10,479
10. Audi Cars 8,819

For more information about the BrandZ Top 50 Most Valuable German Brands report, the ranking, and extensive analysis, visit

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