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Case Analysis Note SAP: Building A Leading Technology Brand Assignment Somesh Gobbur (PGP/21/358)

SAP is a leading global enterprise software company with over 12,500 customers in more than 50 countries. However, its branding elements like logos and taglines were inconsistent, changing frequently between 1997-2000 and varying in different regions, causing confusion. The document recommends that SAP adopt a single, consistent global branding approach driven from headquarters, with the same logo, tagline, website design, etc. to improve its image and messaging worldwide. It also suggests leveraging SAP's strong brand among large enterprises to expand into new ventures and offer innovative software solutions to companies of all sizes.

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ASHWINI KUMAR 22
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85 views1 page

Case Analysis Note SAP: Building A Leading Technology Brand Assignment Somesh Gobbur (PGP/21/358)

SAP is a leading global enterprise software company with over 12,500 customers in more than 50 countries. However, its branding elements like logos and taglines were inconsistent, changing frequently between 1997-2000 and varying in different regions, causing confusion. The document recommends that SAP adopt a single, consistent global branding approach driven from headquarters, with the same logo, tagline, website design, etc. to improve its image and messaging worldwide. It also suggests leveraging SAP's strong brand among large enterprises to expand into new ventures and offer innovative software solutions to companies of all sizes.

Uploaded by

ASHWINI KUMAR 22
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CASE ANALYSIS NOTE

SAP: Building a Leading Technology Brand Assignment


Somesh Gobbur (PGP/21/358)
1. What should SAP stand for? What is its brand promise?
SAP is a main enterprise solutions and software supplier with deals in excess of 50 nations
everywhere throughout the world. It has 12,500 clients and 25,000 software establishments inside
huge enterprises showing the declaration to their product offering, their developments and their
abilities. Its brand promise is to offer very creative and skillful solutions to enterprises, in
accordance with the most recent patterns in innovation.
2. Would you make any changes in the branding elements? SAP brand architecture, logos?
Yes, the brand elements like the logo, the taglines, their site all should be redesigned to adjust to
one single brand and advertising-marketing effort. According to the case, there are different tagline
changes (five) in the period between 1997 and 2000. With various varieties in the logo, the
different provincial advertising efforts and the numerous sites (around 9000 site pages), the SAP
branding elements prompt disarray and irregularity. This frequently prompts their clients seeing
the organization as ineffective. The possibility that any worldwide undertaking ought to take after
is the same worldwide marketing technique, same worldwide marketing and branding elements,
logos, sites, taglines to make a feeling of consistency which was right now ailing in SAP.
Henceforth, changes are required in the branding elements of SAP.
3. How can SAP ensure consistent messaging and consistent look and feel in all SAP
communications worldwide?
SAP needs to change their current organizational structure and have a global branding nearness
driven from the HQ. This ought to be steady at any rate for the brand elements - same logo, same
tagline, same website layout and so forth. The initial step has just been taken when they enlisted
Martin Homlish, to head the Global Marketing Office. Contracted from outside SAP, outside the
product business, and outside Germany, he could work for another Marketing structure in the
association, to drive its branding through a focal channel. To put it plainly, the HQ should drive
the branding while the territorial/nation workplaces can choose the promoting efforts.
4. How can SAP leverage its brand to companies of all sizes?
SAP, being a pioneer in Enterprise Software Solutions worldwide with more than 12,500
customers and 25,000 establishments in large enterprises crossing 50+ nations is an incredible
wellspring of intensity and use. The large enterprises is solid, remaining for inventive items,
enterprise arrangements, with a solid history of items and with a loyal customer base. SAP can use
its brand while moving to more up to date ventures and advances like mySAP.com and offering
the most recent advances, similar to their web empowered suite of items. They can use the brand
perception, trust and customer following, with a couple of alterations and transformations in the
branding of SAP.

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