SAP SE (NYSE: SAP) has been recognized as one of the “Top Growing Brands” in the 2016 Interbrand Best Global Brand report. In just one year, SAP moved up in its ranking from #26 to #22, with an estimated brand value of US$21.3 billion. Now in its 17th year, the Interbrand report analyzes how brands help grow businesses — from delivering on customer expectations to driving economic value.
With a 13 percent increase in year-over-year brand value, the SAP brand grew more than major competitors like Microsoft (+8 percent), Oracle (-3 percent) and IBM (-19 percent) and other business-to-business technology leaders like GE (+2 percent), Intel (+4 percent) and Cisco (+4 percent). The average brand value growth among the Top 100 brands this year was 4.8 percent.
SAP was also named as the highest-ranked technology company on the Radley Yeldar Fit for Purpose Index of the top 100 most purposeful brands in the world. SAP ranked #20 — up from #22 in 2015 — ahead of HP, Microsoft, Cisco, Google, IBM and Facebook. SAP’s recent pledges to make a difference to people’s health and its commitment to the United Nations Sustainable Development Goals contributed significantly to the company’s rise in ranking.
Now in its second year, the Fit for Purpose Index examines the 100 brands best-placed to put purpose into practice. According to consultancy Radley Yeldar (RY), brands with purpose “bring employees, customers and investors on board, turning ambition into action. Ultimately, they create business success — and by fulfilling their purpose, they benefit individuals and society.”
Why Focus on Purpose?
According to EY’s strategy executive director and EY Beacon Institute global leader Valerie Keller, purpose can lead to better growth opportunities for companies large and small. As EY points out, “Purpose-led brands are more successful in acquiring and retaining customers.”
“We are thrilled to be recognized as a leader on both the Interbrand list and Radley Yeldar’s Fit for Purpose Index,” said Vivek Bapat, senior vice president, SAP Marketing Strategy and Thought Leadership. “These are both an incredible reflection of our overarching vision and the passion of our customers, employees and partners as ambassadors of our brand. From helping our customers Run Live in the digital economy to collectively making an impact on global causes that touch billions of people, we continue in our drive to help the world run better and improve people’s lives. This is our enduring cause, our higher purpose.”
Interbrand 2016 Best Global Brands Report
Interbrand’s methodology was the first brand valuation method to become ISO-certified. The Best Global Brands ranking is based on the brand’s cumulative value, which is measured across three components:
- The financial performance of the branded products and services
- The role the brand plays in influencing customer choice
- The strength the brand has to command a premium price or secure earnings for the company
Radley Yeldar Fit for Purpose Index
The RY Fit for Purpose index ranks the world’s most purposeful brands on the strength of a brand’s purpose and the extent to which it is embedded across the organization. RY assessed more than 180 brands from the FT500 and the Eurofirst 100 between May and June 2016.
The consultancy analyzes publicly available information across 27 global criteria. The scores are calculated based on four core categories:
- Purpose and story: does the purpose clearly address a relevant individual, social or world need?
- Communication: to what extent is the purpose clearly communicated across all channels?
- Performance: how deeply is purpose integrated into the business model and business strategy?
- Behaviors: is the purpose clear in company behavior, including leadership support?