Caterpillar Ranked 61st Among the World’s 100 Top Brands

Interbrand, the world's largest brand consultancy, recently released its 2012 rankings of the Top 100 Global Brands. Caterpillar is ranked 61st among the world's 100 Top Brands with a value of $6.3 billion. Each year, Interbrand ranks companies by the amount of their revenue that is driven by their brands, using a formula that takes into account the brand's future strength and its role in creating demand. The result says, in effect, the proportion of earnings that is attributable to the brand relative to factors like price, availability and performance. This is the eleventh consecutive year Caterpillar has appeared on the list.

From the Interbrand report: "Caterpillar is the world's leading manufacturer of construction and mining equipment, diesel and natural gas engines, and diesel-electric locomotives. Caterpillar continues to maintain consistency across all touchpoints, most notably through its communications and dealerships. As the company continues to grow through acquisition, this branding expertise is paying off, as shown by the seamless incorporation of Bucyrus into the brand. R&D investment is at a record USD $2.3 billion, and focus on customers has enabled Caterpillar to gain insight into future needs. In 2011, the company launched the most innovative truck on the market, the CT660, focusing on its application in business rather than just the vehicle itself. Other recent initiatives include: caterpillaruniversity.com (to help customers learn about products) and a website and app to support customers' rental needs. It's no wonder Caterpillar's global sales dwarf those of competitors. Still, highly publicized labor disputes could damage Caterpillar's performance and image."

To read the full report, click here.