CASE ANALYSIS

SAP: Building a Leading Technology Brand

1. What should SAP stand for? What is its brand promise?

SAP is a leading enterprise software provider with sales in 50+ countries with
12500 customers and 25000 software installations predominantly in larger
companies.
It shows their product line, innovation and capabilities to transform the
business making them more efficient by leveraging technology
The promise was to provide highly innovative product to transform their
business management and gain higher profitability
 2. Would you make any changes in the branding elements? SAP brand
architecture, logos?
Elements like logo, taglines and website needs to be changed to create a
uniform brand message across the globe
SAP needs to become a Market driven company from Product driven company
SAP should follow a same global strategy and global marketing efforts to
communicate a consistent brand promise
The company website should be governed with consistency removing all the
confusing web pages
Since internet was transforming every aspect of SAP business, it should create
a brand image flexible to support changing business objectives

3. How can SAP ensure consistent messaging and consistent look and feel in
all SAP communications worldwide?
SAP should opt for global branding presence to ensure there is no confusion
created in the mind of customers
SAP has to first change the mind-set of the organisation to ensure consistent
messaging across the world
The branding efforts should be made from HQ
The perception of SAP as a brand should be consistent across all the
audiences- customers, prospects, analysts and employees to avoid confusion
for outsiders

4. How can SAP leverage its brand to companies of all sizes?

SAP has provided solutions to most leading firms across the world
It has gotten so far because of its quality products and we can leverage this
trust across the industries
SAP can align itself to changing business objectives to meet rapidly dynamic
demands
 Being already used in various industries, SAP can use the expertise to
different firms based on experience
Hence, SAP can provide different propositions for different sizes of
companies like increasing business presence and creating customer trust, assist
in changing business objectives and improving efficiency, improving
efficiency, integration of functions and thereby improve profitability