1.12 Brand purpose

1.12 Brand purpose

SAP is a leading producer of business software. Find out more about the company by visiting Our Values | Helping the world run better and improving people’s lives.

Note how this company expresses its top line Brand Purpose. Choose some stories that interest you on how that purpose actually translates into activity. This is a business-to-business company dealing in enterprise software. Are you surprised to read about the ways it uses its products on projects with major societal impact?

Course task reproduced as context. The response below is Fiona’s independent academic work. KEATS source ↗ (university access required).