The advent of metaverses, NFTs, blockchain, and similar growth topics influence the future of businesses, and the industry is looking at a transformation. SAP has been a pioneer in innovation and enables some of the best businesses around the World. With its own Cloud infrastructure in place and expertise in areas of Blockchain etc., it’s time to take a leap and give the existing and new customers an edge over the others. The solution proposed here is to address how the future could look for retail, for example, in sportswear. It is possible to provide an NFT Marketplace for sportswear manufacturers like Nike, where the subscribers can sell their NFTs (digital shoes, wearables, etc.) or buy the ones available in the marketplace with the help of Crypto Wallets/Payments, etc. The idea proposed in this paper helps sellers’ who design products to have a review process, where the company can evaluate if they want to introduce those products in their physical form. Or, if a digital product sells well in the NFT marketplace, the company can decide to make a physical launch of the product as well, sharing some royalty.

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, and expense comparison over the years and delves into a comparative study between SAP and one of its customers (B2C), Nestle, in terms of expenses and profits acquired. It also explores changes in Brand Strategy through Customer Advocacy, the importance of sales and marketing, and response strategies to the COVID-19 pandemic.