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SAP

SAP

Company:  SAP SE

Brand value: US$50,937 million

Change since 2018: 4%

Headquarter city: Walldorf

Category: Technology

Year formed: 1972

SAP is a software developer specializing in enterprise services to small, medium and large businesses across a broad spectrum of industries. Founded by five ex-IBM employees in the 1970s, it now counts 91 percent of Forbes Global 2000 companies among its customers, and has 413,000 clients in over 180 countries. The client base has expanded by 78,000 in the past year alone. The business made its biggest acquisition in more than three years when it bought Callidus Software Inc. for around $2.4 billion, accessing new sales analytics and customer engagement tools to help expand its cloud-based services. In November 2018, SAP announced the $8 billion acquisition of survey software business Qualtrics. The brand has long associations with sports sponsorship, including Formula 1, horse riding and football, and has had individual athletes, including Ernie Else, as brand ambassadors. In 2018, SAP launched a new advertising campaign with the actor Clive Owen, “SAP helps the best-run businesses make the world run better”, highlights major global challenges that businesses can help solve. The ads say: “because solving big problems is what business does best”.

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