Quick Guide: Writing Style and Naming
Partner product names and content on SAP Web sites
Brand Voice, May 2016
Follow these guidelines to create content for SAP Web sites such as SAP HANA App Center, the
SAP partner directory, or other external Web sites, and when you name your own products that are
related to SAP offerings.
For comprehensive partner branding and communication guidelines and a list of all official SAP
product and offering names, see the SAP PartnerEdge Web site – Partnership – Marketing –
Logos, Images & Guidelines.
PARTNER LEVEL
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Identify your partner level or type of engagement correctly as stated in your current partner
agreement or contract with SAP.
SAP NAMES
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Use the correct spelling of SAP product names. Do not create any acronyms or abbreviations.
Refer to the list at the end of this document for most commonly used SAP names.
For a comprehensive list of all SAP approved names including usage examples and approved
abbreviations, see the list of approved names on the SAP PartnerEdge Web site – Partnership Marketing – Logos, Images & Guidelines.
Only use “SAP” by itself when speaking about the company.
To refer to SAP solutions and offerings, specify the term “SAP” as appropriate in the context: “SAP
software,” “SAP solution(s),” “SAP product(s),” “SAP offering(s),” “SAP service(s),” “SAP platform,” ...
Example: “We are experts in building applications based on the SAP in-memory platform,”
not “We are experts in SAP.”
Avoid acronyms that are not industry standard and may not be understood by non-native
English speakers.
Example: time and materials, not T&M
NAMES OF PARTNER PRODUCTS AND OFFERINGS
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Do not include the name “SAP”, official SAP product and offering names, a logo of SAP,
or a trademark of SAP into your own product, offering, or service names, company name,
domain names, or in any of your logos.
Use a name for your own solutions, applications, mobile apps, services, programs, and events that
clearly shows that the offering is from your company. Do not use any grammatical construction that
makes your product names appear to be an offering from SAP.
Examples:
Correct
Incorrect
Partner Company/Brand Name Analyzer
Partner Company/Brand Name SAP Analyzer
SAP HANA® Analyzer
SAP Extender
SAP ERP Mapper
SAP Fiori® Builder
Partner Company/Brand Name Extender
Partner Company/Brand Name Mapper
Partner Company/Brand Name Builder
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You can mention the SAP environment in your product name as long as your company or brand
name appears at the front of the name. Use “for” to refer to the SAP environment.
Set your product name apart from the SAP offering name at first mention in a headlines or text.
Use a type size for the SAP name that is noticeably smaller than the type size for your offering
name. Or use a different font or a different style, such as italics, for the SAP name. Another option
would be to place your product name in the title and to show the compatibility reference as a subtitle
in a different type size, font, or style.
Do not use only “SAP” as a placeholder for SAP solutions, SAP software, or specific SAP products.
Examples:
Correct
Incorrect
ABC Salestracker for SAP Mobile Platform
SAP Salestracker
SAP Salestracker from ABC
ABC SAP Salestracker for SAP Mobile Platform
Partner Product name SAP HANA®
Data Manager for SAP HANA® Cloud Platform
Partner Product name for SAP HANA®
Partner Company or Brand Name Data
Manager for SAP HANA® Cloud Platform
Partner Product name for SAP solutions
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Partner Product name for SAP
You can communicate that your solution, application, or (mobile) app, is “designed for use with,”
“compatible with,” “works well with,” is “complementary to,” “runs on/with,” is “built on,” or “connects
to” a specific SAP product – as appropriate for your offering.
You can refer to “SAP software” in general to refer to compatibility with more than one SAP product,
or you can list specific offerings if space allows.
Do not make it sound as if your product is an SAP product by calling it an “SAP solution or
application,” an “SAP app,” an “SAP service,” or including “SAP” as part of the name.
Examples:
Correct
Incorrect
Our (mobile) app connects to SAP CRM.
Our (mobile) app connects to SAP.
Our solution works with SAP Business
ByDesign.
Our product is an SAP Business ByDesign
solution.
Our app runs on/is built on SAP HANA
Cloud Platform.
We provide an SAP HANA Cloud Platform app.
Our mobile app connects to SAP software.
Our product is an SAP solution.
Our product/solution/app connects to/works
with/runs on the following SAP
solutions/SAP applications: …
We offer SAP software/SAP apps/SAP services.
For detailed information on the correct naming of partner products and referencing compatibility
with SAP software and the SAP environment, see the Partner Communication Guidelines at: SAP
PartnerEdge Web site – Partnership – Marketing – Logos, Images & Guidelines.
Copyright/Trademark
LOGOS
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Only use the SAP partner logo, certification logo(s), or other font treatments granted and
provided to you by SAP, and in accordance with the partner branding and communication guidelines.
Do not change these logos or font treatments in any way.
Do not use the SAP corporate logo or the logo of an SAP company.
Do not combine any SAP logo directly with your own company logo.
You can refer to SAP offerings or the SAP environment in a separate line below your logo,
not as part of it. Use a different font and font size from your logo for this text.
Examples:
Correct
Incorrect
Your company logo
for SAP HANA® Cloud Platform
Your company logo
for SAP® solutions
for SAP® SuccessFactors® solutions
You can download detailed partner branding and communication guidelines including usage examples at:
SAP PartnerEdge Web site – Partnership – Marketing – Logos, Images & Guidelines
TEMPLATES, URLS, EVENTS
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Use your own E-Mail and Microsoft Word and PowerPoint templates to communicate about your
company and products.
Only use SAP templates if SAP is the primary lead in the communication and shares or takes
responsibility for copyrights, legal aspects, and lead routing and handling. Do not use these
templates to run your own campaigns.
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Do not use “SAP” as part of a primary URL of your company. You can use it in the “search area” part of the
address. Example: www.yourcompany.com/sap
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For exhibition spaces at SAP events, use your own brand name and proprietary design. Use your
SAP partner logo and references to SAP only as supporting elements. For more information and
SAP Partner Exhibit Guidelines, contact: branding@sap.com
SPELLING AND STYLE
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Use first person to refer to your company and products (“we” and “our”).
Prefer the active voice to passive constructions.
Use short and clear sentences.
Use lowercase for all terms that are not formal names.
Examples: technology and innovation, not Technology and Innovation; SAP gold partner,
not SAP Gold Partner; SAP solutions, not SAP Solutions.
Use title case in headlines.
Example: “ABC Company Delivers HR Services,” not “XXX Company delivers HR services”
In bullet points, use either phrases or complete sentences, not both, in the same list. Each item in
the list should begin with the same part of speech. Use a period only after complete sentences.
Copyright/Trademark
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Example:
 Fast decision making
 Increased effectiveness
Not:
 Fast decision making
 Effectiveness is increased.
Use symbols for currency.
Example: US$6 million, not $6 million USD; €6 million, not 6 million EUR. (In Word, go to
Insert > Symbol on the toolbar.)
Avoid the ampersand; spell out “and” rather than using “&.”
PROOFREADING
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Have a native English speaker proofread your text or profile to make sure anyone who is not familiar
with your company or its offerings can understand it well.
USE OF TRADEMARKS
A trademark (carrying the symbol ™or ®), is a word, phrase, symbol, design, or combination thereof that
indicates unique ownership. For detailed information about the use of trademarks in SAP product names,
see: Additional Trademark Usage Information for Third Parties on the SAP Web site; or refer to the list of
SAP approved names at: SAP PartnerEdge Web site – Partnership – Marketing – Logos, Images &
Guidelines.
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You do not have to include trademarks in content created for SAP Web sites.
In your own materials, include the ® or ™ symbol with official SAP product and offering names at
first mention in headlines and in a text. After first mention, you can drop the trademark symbol.
Use the ® symbol at first mention of “SAP” in a general term, such as SAP® solutions, SAP®
applications, SAP® technology. Do not include the trademark symbol when referring to SAP as the
company.
Examples:
 SAP published quarterly results last week.
(Use no trademark symbol when referring to the company.)
 SAP® solutions; SAP® Business Suite
(Include trademark symbol with the “SAP” brand at first mention in a product name
or when generally referring to SAP solutions, technology, offerings, and so on)
 SAP HANA®
(The entire name holds the trademark; include the ® symbol at the end.)
PUBLIC RELATIONS
If you would like to reflect your partnership with SAP or SAP names and logos in public relations activities,
please refer to the “Press Release Policies for SAP Partners.” You can find this document, helpful PR
templates, and SAP contacts on the SAP PartnerEdge Web site – Partnership – Marketing – Success
Stories & PR – Public Relations.
Copyright/Trademark
FREQUENTLY USED SAP PRODUCT NAMES
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Ariba® Network
cloud solutions from SAP
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Concur® solutions
mobile solutions from SAP
SAP Adaptive Server Enterprise
SAP Afaria
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SAP® Ariba® solutions
SAP Business All-in-One
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SAP® BusinessObjectsTM business intelligence solutions
SAP Business One
SAP Business Suite
o SAP Customer Relationship Management
o SAP Product Lifecycle Management
o SAP Supplier Relationship Management
o SAP Supply Chain Management
o SAP ERP
 SAP ERP Financials
 SAP ERP Human Capital Management (SAP ERP HCM)
SAP Business Warehouse (SAP BW)
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SAP® Fieldglass® solutions
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SAP HANA® (platform, technology, database – as appropriate)
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SAP HANA® Cloud Applications
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SAP HANA® Cloud Integration technology
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SAP HANA® Cloud Platform
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SAP HANA® Cloud Platform for the Internet of Things
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SAP® Hybris® solutions
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SAP® S/4HANA (on-premise; no descriptor required you can use suite, software where applicable)
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SAP® S/4HANA Cloud (cloud edition of SAP S/4HANA; no descriptor required; you can use suite,
software where applicable
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SAP® SuccessFactors® solutions
SAP Mobile Platform
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SAP NetWeaver®
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o
SAP NetWeaver® Application Server
o
SAP NetWeaver® Master Data Management
o SAP NetWeaver® Mobile
SAP Process Integration
You can download the comprehensive list of SAP approved names at: SAP PartnerEdge Web site –
Partnership – Marketing – Logos, Images & Guidelines.
Copyright/Trademark