COMMUNICATING THE BRAND A) TAG LINE B) COLOR – LOGO C) BRAND ARCHITECTURE D) ADVT CAMPAIGN 2. ALLIGNING THE ORGANIZATION 3. CREATING A FLEXIBLE BRAND

1. SAP
PART - B
CREATING A GLOBAL BRAND
BY
AJAL JOSE AKKARA
EPGPKC052
IIM - KOZHIKODE

2. FIRST STEP
• STOP ALL ACTIONS
• DON’T DO MORE HARM
• ALL ADVERTISING WAS STOPPED GLOBALLU
UNTIL A COHERENT STRATEGY COULD BE
IMPLEMENTED

3. BY MARTIN HOMLISH (SAP GLOBAL CMO)

4. SAP 3 CHALLENGES
1. COMMUNICATING THE BRAND
A) TAG LINE
B) COLOR – LOGO
C) BRAND ARCHITECTURE
D) ADVT CAMPAIGN
2. ALLIGNING THE ORGANIZATION
3. CREATING A FLEXIBLE BRAND

5. HOMLISHS 1ST PRIORITY
 TO SEND A SIGNAL TO INVESTORS AND THE
PRESS ABOUT SAP

6. NEW BRAND POSITIONING,
LOGO,TAGLINE

7. 3 STAGES PLANNED FOR TAGLINE
1. THE BEST RUN e-BUSINESS RUN my SAP.com
2. THE BEST RUN e-BUSINESS RUN SAP.com
3. THE BEST - RUN BUSINESS RUN SAP.com

8. SAP BRAND ARCHITECTURE

9. NEW GLOBAL CAMPAIGN

10. NEED FOR ALLIGNMENT
• IN REBRANDING A LARGE COMPANY LIKE SAP ,
A GLOBAL CAMPAIGN BE LIKE THE TIP OF AN
ICEBERG

11. ONE VOICE ONE LOOK ONE FEEL
• 1ST MAJOR TOOL FOR ALLIGNING THE
ORGANIZATION WAS A COMMUNICATION
GUIDE “ ONE VOICE”

12. SMART
SALES
&
MARKETING
ASSET
REPOSITORY
TOOLSET

13. A BRANDING CULTURE
CHANGE MANAGEMENT
“DOING , NOT TELLING”

14. BRANDING THE CUSTOMER
EXPERIANCE
VALUE ENGINEERING BUSINESS TEAM
TASK
BOTTOM LINE IMPACT OF BECOMING A BEST
RUN BUSINESS WITH SAP’S PARTNERSHIP

15. 2 DAY WORKSHOP “ THE BIG 5 ”
WITH TOP 50 EXECUTIVES
END OF THE MEETING
“SIGN YOUR PRIORITY”
LEVERAGING THE BRAND FOR
CHANGING BUSINESS OBJECTIVES

16. HOMLISH
SONY SAP HP
20 BILLION COMPANY 100 BILLION COMPANY