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18,768 $m

SAP’s vision is to help the world run better and improve people’s lives—and with 74 percent of all worldwide business transactions touching an SAP system, the brand is on track to deliver. In 2015, SAP launched “Run Simple,” its largest multiplatform global advertising campaign yet, which positions the company’s flagship technology, SAP HANA, as the hero of simplicity. Expanding from its highly successful “The Best-Run Businesses Run SAP” campaign, SAP continues to execute on its vision by helping businesses “Run Simple.”

SAP empowers people and organizations to work together more efficiently, generate business insights more effectively, and innovate their business models to stay ahead of the competition. With more than 296,000 customers in over 190 countries, SAP is the world’s leading enterprise application and analytics software provider and the fastest-growing enterprise company at scale in the cloud. The company’s customers represent 98 percent of the world’s top brands, as valued by Forbes, and it enables the world’s largest business network of more than 1.5 million trading partners.

In 2010, SAP began a major transformation, embarking on a journey to become the cloud company powered by SAP HANA. The acquisitions of Ariba, Concur, Fieldglass, hybris, and SuccessFactors, each a premier player in their respective niches, have enabled SAP to advance aggressively into the cloud business. These innovations—coupled with the company’s flagship product, SAP HANA, a platform for in-memory, real-time computing, as well as SAP S/4HANA, the next-generation suite designed for a company’s digital core—enable SAP’s customers to become truly digital businesses.

In 2015, the company’s annual business conference, SAPPHIRE NOW, was recognized once again by BizBash as one of the most innovative meetings of the year. One of the key innovations at SAPPHIRE NOW is the use of data to improve the customer experience, either by soliciting and applying attendee feedback or by gathering input on every aspect of the experience from a customer advisory council.

SAP produces engaging content that presents bold views on how companies of all sizes can create and capture new value in the digital economy. Its Digitalist Magazine, available online and on mobile devices, reaches more than a million readers annually.

SAP is also committed to further engaging users with the brand by bringing consumer-grade design and compelling user experiences to its applications and platforms—earning the company two Red Dot Awards in 2015.

With ambitious targets for its future, SAP continues to expand and evolve with the needs of businesses, increasing in brand value by 8 percent this year.

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