Group 8
4. What should be done with SAP brand architecture and what should be done with the logos?
Brand Architecture: The brand architecture should be such that it emphasizes more on the overall
brand than the product. It should recognize the brand portfolio, which should come under the
corporate brand. This image of the corporate brand should be uniform across all brands of the
company. Although the promotion of products should be done as sub-brands, they should always
carry the name of the corporate brand.
Logo: SAP should have a single corporate logo in alignment with the brand architecture. Different
products in the portfolio should be presented along with the Corporate logo