Interbrand, the world’s largest brand consultancy, recently released its 2014 rankings of the Top 100 Global Brands. As a joint venture between Caterpillar Inc. and its dealers, Energyst CAT Rental Power shares the pride of Caterpillar being ranked 61st among the world’s 100 Top Brands with a value of $6.8 billion.
Each year, Interbrand ranks companies by examining three key aspects that contribute to a brand’s value:
1) The financial performance of the branded products or service;
2) The role the brand plays in influencing consumer choice; and
3) The strength the brand has to command a premium price, or secure earnings for the company.
This is the 13th consecutive year Caterpillar has appeared on the list. The ranking includes both the Caterpillar and CAT brands.
From the Interbrand report:
“This iconic construction and mining manufacturer chose to increase relevance by connecting emotionally with consumers rather than having its stats do the heavy lifting. Its first-ever, major global branding campaign “Built For It” broadened brand awareness and appeal. This rebranding campaign not only displays the precision and power of the brand’s machines, but makes clear its promise to provide customer satisfaction with the tagline “Designed to get it done. No matter what ‘it’ is.” Caterpillar has always championed innovation. The brand is constantly developing new machinery that fits the world’s growing demands for technology, quality, and sustainability. By doing so Caterpillar may have passed the financial bump in the road and be paving the way to future success.”