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Building a Leading Tehnology Brand

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Submitted By richarddoley
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------------------------------------------------- building a leading technology brand-sap
Submitted by- Richard Doley (PGP /19/221)

1. What should SAP stand for? What is its brand promise?
SAP has consistent product quality and innovation for which it has to stand but at the same time it should devise a consolidated strategy for all its target markets with one common logo and consistent tag lines so as to avoid unnecessary ambiguity in the customer’s perception. It must have a brand promise of enabling the target companies across the world so as to leverage technology and improve accountability, efficiency, profitability and visibility of their business. Customers should be able to clearly see the values and services they would like to undertake through SAP.

2. Would you make any changes in the branding elements? SAP brand architecture, logos?
Though SAP is one of the world’s most reputed companies, they made a mistake in branding.
During the initial phase of the internet boom, SAP lost out on a large share of possible customers, because of their seeming inability to innovate. Later on, even though the product that SAP released was a strong one, the possible users speculated that it was just a decision to create a brand. Another factor is that with the country heads being different and the overall coordination being lacking, SAP is unable to portray a single brand image across all the countries where it operates. So, what should be done in this regard is, there should be a centralization. The brand image of SAP should first be decided upon. Only after this, should the individual country heads go ahead with promoting SAP in their respective countries. Also, using a single product to represent the entire company was not such a good idea. They stood at the risk of losing a lot, in case the product failed. This should not have been done. The brand image

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