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 brand’s promise was to offer highly innovative and competent solutions to enterprises, keeping in line with the latest trends in technology.

2. 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 brand’s promise was to offer highly
innovative and competent solutions to
enterprises, keeping in line with the latest
trends in technology.

3. 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 be overhauled to be made to align to
one single brand and advertising-marketing campaign. The
case mentions the multiple tagline changes between 1997
– 2000; a total of 5 changes. Combined with the
innumerable variations in the logo, the multiple regional
advertising campaigns and the multiple websites (about
9000 web pages), the SAP branding elements lead to
confusion and inconsistency which often lead to their
customers viewing the company as passé. The idea that any
global enterprise should follow is the same global
marketing strategy, same global marketing and branding
elements, logos, web sites, taglines to create a sense of
consistency which was currently lacking in SAP AG.

4. 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 already
been taken when they hired Martin Homlish, to head
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 can decide the
advertising campaigns.

5. 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.

6. 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.