Repeating its previous years’ successes, software manufacturer SAP has once again retained its position as Germany’s most valuable brand. In 2020, its brand value increased by 9% and amounted to $55.6 billion. For comparison, in 2018, this indicator climbed by 4%, to $50.9 billion, making the company the most valuable European brand.
SAP once again overtook telecommunications giant Deutsche Telekom automaker BMW. According to the Kantar Group rating, these two companies were in second and third places, respectively. Mercedes Benz secured the no. 4 position in the rating.
Despite a turbulent year and the threat of a lasting economic recession, tech company SAP continues to thrive in the global technology market. Many economists are wondering why. The company’s management stresses that one of the building blocks for success has been innovation. Experts believe that brands perceived as innovative grow seven times faster than other brands.
There are two other companies that have literally boomed over the past year. According to Kantar Groups, logistics company DHL took the lead in online trading. The company's value jumped by 19% in 2020. Online clothing and accessories store Zalando was also among the biggest gainers thanks to a sharp rise in e-Commerce. Its market value surged by 64%.
