“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
Jeff Bezos
SAP has been ranked 26 in the latest Top 100 Global Brands poll. They have moved up one place from last year, and have moved up from 31st place since 2008.
The value of the SAP brand has risen 5% since last year. There latest campaign, “It’s time for a clear new world” clarifies their shift to customer needs, showing how SAP solutions offer business transparency and accountability. It remains one of the most globally integrated among big IT firms with most of its 50,000 employees now working outside of Germany. SAP has also put a lot of effort into developing their social media community which also reflects and supports their shift to being truly customer centric.
The message behind the SAP brand is "SAP helps to make work become a more personally enjoyable and rewarding experience." This was their mission statement in 2000 which reflects the spirit of SAP and describes how they wanted their customers to see them.
SAP recognised the value and importance of their brand back in 2000.
“SAP's brand strategy has strengthened the ties between users and the software, while uniting the company internally in a mission everyone can support. The SAP brand sets the stage for the development of a community of users who respond to SAP's core values and personality, thus enabling them to find greater satisfaction in their software and their work.”
Intelligent Information Systems recognises the importance of branding and endeavors to reflect the best practices that companies like SAP employ.
The Intelligent Information Systems mission is “to offer the SME market ONE innovative piece of software that will cater to their distinct business needs and provide them with long term profitable benefits; continually creating solutions for our customers, building relationships with them and earning their lifetime loyalty.” From this we have developed our range of standardised add ons for SAP Business One, designed to make it even better. They are akin to the Apple Apps in the SAP Business One world!
To find out more about Intelligent Essentials and IIS visit: www.beabetterbusiness.co.uk or www.beabetterbusiness.ie
Do you have a company or product brand? How has or does your brand contribute to the success of your company? All feedback and insight is welcome!
Sources: SAP AG; Article in relation to brand development 2000
Interbrand
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