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SAP named as Europe’s leading brand

SAP is the most valuable brand across Europe after the company increased its worth by 16% over the last 12 months, according to a new report.

Brandz Top 100 Most Valuable Global Brands 2017 ranked SAP in 21st position overall after the company’s brand was estimated to be worth $45,194m.

The German-based firm was well ahead of any of its other European rivals with Deutsche Telecom ($38,493), Louis Vuitton ($29,242), Zara ($25,135) and BMW ($24,559) making up the top five across the region.

The report highlighted SAP’s and Microsoft’s cloud agreement as one of the defining factors in the company’s growth since 2016.

“The arrangement enables the SAP HANA databases to run on Microsoft’s Azure cloud and SAP software to incorporate Microsoft Office 365. The SAP HANA databases use in-memory computing that enables users to access data more quickly than on relational databases,” the report said.

Technology rules

Technology brands again dominate this year’s Top 100. More than a third (37) of technology firms compromise 54% of the report’s total value.

The technology sector was rated as the second fastest growing industry last year. It experienced a 13% increase in overall brand value. Only retail (14%) was slightly ahead – despite the apparel sector shrinking by 7%.

Google, Apple, Microsoft, Facebook and Tencent make up the top-five technology firms. SAP was placed in seventh, ahead of Accenture, Samsung and Baidu, who make up the rest of the top ten.

Top 100

Apple and Google remained the top two brands in the Top 100. Each were valued around $250bn which, when combined, is around the same GDP of Sweden.
Amazon was the biggest mover in the top 10 after the brand enjoyed a 41% increase from 2016 and moved the company into fourth position.

The report ranked the SAP brand higher than the likes of Nike BMW, Samsung, HSBC, FedEx, YouTube, Ford and eBay in this year’s ranking.

When compared to other business-to-business firms, SAP ranked in sixth place. Only Microsoft, IBM, Wells Fargo, UPS and GE ranked higher.

There were seven newcomers in this year’s report, with Xfinity entering the list highest in 23rd position. The Chinese liquor firm Moutai was this year’s biggest mover increasing 29 places within the Top 100. The fastest rising brand was Adidas, who saw their value increase by 58% after the strength of its on-trend fashion line and its ability to raise brand popularity in the US.

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