SAP’s brand value has lifted by $1.8 billion in the past year, according to the annual Interbrand report of the Best Global Brands 2011.
This result is up 14 per cent on last year, to $14.5 billion, making SAP ranked as the 24th most valued brand in the world – ahead of Nike and Amazon.com.
The report said, “Through its 2010 acquisitions of Sybase, SAP has become a leader in enterprise mobility, setting the stage for the growth of unwired enterprise as mobile devices continue to evolve. The ‘Run Better’ ad campaign remains a very powerful leadership statement as it remains focused on its innovation strategy by creating game-changing, customer-centred technologies for in-memory computing, mobile and cloud computing”.
The 2011 Interbrand study highlighted brands that use creativity and innovation to change the world, stating that “the boundaries between technology and people have dissolved”. SAP said this distinction confirmed its strategy of people-to-people marketing, in telling relevant stories to its audiences.