SAP is the most valuable German brand

The market research and consulting company Kantar Millward Brown and the media group WPP published a Top 50 BrandZ brand value ranking for Germany for the first time.

SAP comes to a brand value of 48.9 billion U.S. dollars. The result, which values Deutsche Telekom's brand value at $39.2 billion and BMW's at $24.6 billion, highlights the high importance of the technology and automotive sectors in the German brand world and underlines Germany's role as a leading economic power in Europe.

In addition, the following brands received awards in selected categories: Lufthansa as "Most Trusted Brand," Adidas as "Most Innovative Brand," DHL in the category "Best Brand Experience" and Hipp as "Most Purposeful Brand.

The total value of the 50 most valuable German brands is $305.7 billion - exceeding the value of the French and British top 50 by around $60 billion and $70 billion respectively. Many of the most valuable German brands have an excellent feel for specific consumer requirements.

Because the brands not only know the needs on the consumer side, but also fulfill them, they become meaningful to these people and build stable relationships with them. With an average score of 115 (the global average is 100), the top German brands therefore also score well with their "Brand Purpose" - in an international comparison, only the 50 most valuable brands from the USA have better scores here.

While many German brands score primarily on reliability, there is still plenty of potential for optimization in terms of innovative strength, according to the report. As the only explicit technology company in the German top ten, SAP is ideally positioned for this thanks to a firmly anchored culture of innovation.

"We are thrilled to be recognized as the number one German brand in BrandZ's ranking," said SAP Chief Marketing Officer Alicia Tillman. "This top ranking illustrates our vision to improve the operations of the global economy and the lives of people around the globe."