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For the 15th consecutive year, Caterpillar Inc. was named as a Best Global Brand by Interbrand, with a ranking of #82 and an overall brand value of $5.425B. The annual report, according to Interbrand, analyzes how brands help grow businesses—from delivering on customer expectations to driving economic value.
The company rankings are based on three key components. The primary measurement is the financial performance of the branded products and services, the other two components are in relation to: the role the brand plays in influencing customer choice and the strength the brand has to command a premium price or secure earnings for the company. Caterpillar remained consistent in all dimensions that measured brand strength and showed an increase in the dimension focused on governance. Governance recognizes that we have a strong team of employees with required skills and an operating model to deliver impactful work along with the tools and processes in place for the future.
This year’s report focused on ‘The Anatomy of Growth,’ allowing each brand an opportunity to share in their own words how they feel the brand will grow and evolve in the future. We received great accolades around the brand promise - Champion for Your Enduring Success and our continued investment in R&D. The greatest success factor for this year’s report was the great strides being taken to meet customers’ needs in innovation, and the introduction of The Age of Smart Iron campaign.
Watch and listen to George Taylor, Vice President for Marketing and Digital, describe how Caterpillar is leveraging every means possible to make sure our customers feel that doing business with us is effortless.