Comparative Advancements and Challenges of Branding Strategy in Business-to-Business Scenarios

: Businesses have evolved with digitization and automation of manual processes through ERP solutions. These solutions fall under the category of being Business-To-Business (B2B) and help its clients to grow with a centralized solution to manage all business functions. It is easier for B2C companies to expand their reach using targeted branding strategies but takes a different approach for B2B companies to expand and grow as a Brand. It not only impacts how to reach a potential market but also impacts talent attraction and evolution into a trusted partner for potential market segments. Considering the case of an ERP company as large as SAP, various strategies are observed to target and attract potential customers as well as retain the existing clientele. This paper explores the concepts of Branding in a B2B scenario for an ERP company with a focus on SAP. It evaluates brand value, positioning, architecture