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Company:  SAP SE

Brand value: US$48,943 million

Headquarter city: Walldorf

Category: Technology

Year formed: 1972


The technology company SAP was founded in the early 1970s by five former IBM employees, and their first client was the German branch of ICI in Ostringen, for whom they developed mainframe programs for payroll and accounting. The brand’s initials stand for Systeme, Anwendungen und Produkte in der Datenverarbeitung”, which translates as "Systems, Applications & Products in Data Processing". The business has grown into a multinational software corporation with more than 335,000 customers in over 180 countries, making it the third-largest software and programming company in the world. SAP offers services to small, medium and large enterprises, and focuses on 25 industries and six industry sectors: process industries, discrete industries, consumer industries, service industries, financial services and public services. The brand is committed to innovation to support product, process and service improvements. Its innovations include Enterprise Resource Planning (ERP) software and the SAP HANA in-memory database platform. SAP has established technology partnerships across sports and entertainment, with solutions that engage fans and players with real-time analytics. The business is involved in ice hockey, horse riding, FC Bayern Munich, Formula 1, the Women’s Tennis Association and other sports and sporting bodies. Sporting greats Ernie Else, Ingrid Klimke and Angelique Kerber have been SAP ambassadors. The brand is also sponsoring the prestigious musical ensemble the Hamburg Elbphilharmonie, and the Cirque du Soleil. In its latest TV and online commercial, the actor Clive Own features with a message “It’s time to think about thinking”. SAP is listed on the Stock Exchange and is a component of the Euro Stoxx 50 index.