Case Submission - SAP

Managing Business Markets.

By Md Jawed Manzoor
EPGCMM -09 -08
 1. What should SAP stand for? What is its brand promise?

SAP AG is a leading enterprise solutions and software provider with sales in 50+
countries all over the world. Their 12,500 customers and 25,000 software installations
within large enterprises stands testimony to their product line, their innovations and their
capabilities. Their brands promise was to offer highly innovative and competent
solutions to enterprises, keeping in line with the latest trends in technology.

2. Would you make any changes in the branding elements? SAP brand
architecture, logos?

Yes, the brand elements like the logo, the taglines, their website all needs to beoverhaul
ed to be made to align to one single brand and advertisingmarketing campaign. The cas
e mentions the multiple tagline changes between 1997 2000; a total of 5 changes. Co
mbined with the innumerable variations in the logo, the multiple regional advertising ca
mpaigns and the multiple websites (about 9000 web pages), the SAP branding element
s lead to confusion and inconsistency which often lead to their customers viewing the co
mpany as pass. The idea that any global enterprise should follow is the same global m
arketing strategy, same global marketing and branding elements, logos, web sites, tagli
nes to create a sense of consistency which was currently lacking in SAP AG.

3. How can SAP ensure consistent messaging and consistent look and feel in
all SAP communications worldwide?

SAP AG has to rework their current organizational structure and have a global branding
presence driven from the HQ. This should be consistent at least for the brand elements;
the same logo, the same tagline, the same website layout etc. The first step has alread
ybeen taken when they hired Martin Homlish, tohead the Global Marketing Office. Hired
from outside SAP, outside the software industry, and outside Germany, he could work
for a new Marketing structure in the organization, to drive its branding through a central
channel. In short, the HQ should drive the branding while the regional / country offices c
an decide the advertising campaigns.

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

SAP AG, being a leader in Enterprise Software Solutions worldwide with over 12,500
customers and 25,000 installations in large enterprises spanning 50+ countries is a
great source of power and leverage. The brand is strong, standing for innovative
products, enterprise solutions, with a strong history of products and with a loyal
customer base. SAP AG can leverage its brand while moving to newer ventures and
technologies like mySAP.com and offering the latest technologies, like their internet
enabled suite of products. In our point of view, they can leverage the brand perception
and trust and customer following, with a few adjustments and reformations in the
branding of SAP AG.