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BBT March/April 2019 cover
March/April 2019

Concur rebrands as SAP Concur

SAP Concur logo

Concur has announced it has become SAP Concur as it combines its brand with SAP.

SAP and SAP Concur report that the two brands will continue to deliver scalable services and solutions for businesses while they work together to “leverage and drive innovation”.

Jessica Shapiro, VP of corporate marketing at SAP Concur, said: “Through this unified brand experience, we can tap into SAP’s vast resources to focus more than ever on innovation and our customers’ unique needs. Customers can continue to count on our commitment to help them run their businesses better.”

Alicia Tillman, CMO at SAP, commented: “Taking this next step to align these two powerful brands will help us deliver maximum value to our customers. SAP strives to empower a culture of purpose, value and collaboration, and together with SAP Concur, we are committing to help businesses of all sizes run at their best.”


This seems like a messy solution to a complex problem. Typically these kinds of situations occur when egos get in the way of good business decision making. When it comes to branding, simple is always better.

Jonni Bailey's picture
Jonni Bailey (not verified)