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    SAP: Building A Leading Technology Brand: Case Analysis

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    Sachin Suryavanshi
    This document discusses strategies for SAP to strengthen its brand positioning. It recommends that SAP standardize its branding elements worldwide to communicate a consistent message. This includes updating its logo, taglines, and website. The document also suggests SAP adopt a global branding strategy from headquarters to ensure consistent messaging and look and feel across all communications. Finally, it proposes SAP leverage its reputation for quality products and expertise in different industries to target companies of all sizes with customized propositions.

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    SAP: Building A Leading Technology Brand: Case Analysis

    Uploaded by

    Sachin Suryavanshi
    215 views3 pages
    This document discusses strategies for SAP to strengthen its brand positioning. It recommends that SAP standardize its branding elements worldwide to communicate a consistent message. This includes updating its logo, taglines, and website. The document also suggests SAP adopt a global branding strategy from headquarters to ensure consistent messaging and look and feel across all communications. Finally, it proposes SAP leverage its reputation for quality products and expertise in different industries to target companies of all sizes with customized propositions.

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    SAP business solution

    Original Title

    SAP Solution

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    This document discusses strategies for SAP to strengthen its brand positioning. It recommends that SAP standardize its branding elements worldwide to communicate a consistent message. This includes updating its logo, taglines, and website. The document also suggests SAP adopt a global branding strategy from headquarters to ensure consistent messaging and look and feel across all communications. Finally, it proposes SAP leverage its reputation for quality products and expertise in different industries to target companies of all sizes with customized propositions.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    215 views3 pages

    SAP: Building A Leading Technology Brand: Case Analysis

    Uploaded by

    Sachin Suryavanshi
    This document discusses strategies for SAP to strengthen its brand positioning. It recommends that SAP standardize its branding elements worldwide to communicate a consistent message. This includes updating its logo, taglines, and website. The document also suggests SAP adopt a global branding strategy from headquarters to ensure consistent messaging and look and feel across all communications. Finally, it proposes SAP leverage its reputation for quality products and expertise in different industries to target companies of all sizes with customized propositions.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3
    At a glance
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    The key takeaways are that SAP needs to shift from being product-driven to being market-driven and establish a consistent global brand strategy and messaging.

    Elements like the logo, taglines and website need to be changed to create a uniform brand message. The branding efforts should be made from the headquarters to ensure consistency.

    SAP should opt for a global branding presence and change the mindset of the organization to ensure consistent messaging. The branding efforts should be coordinated from the headquarters.

    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

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