The John Deere brand is now more valuable than global household names such as Jack Daniels, Ralph Lauren and Pizza Hut. This is according to the latest report of the ‘100 Best Global Brands’ for 2013 by Interbrand.
The report puts John Deere’s assessed brand value at US$4.865bn, a 15 per cent increase compared to the previous year. The company is now ranked in 80th place, having moved up from 85 in 2012 and 97 on its first appearance in the top 100 in 2011.
“The ranking improvement not only recognises John Deere’s growth outside North America, it also reflects the company’s ongoing commitment to helping our customers meet the world’s increasing need for food, fuel, fibre and infrastructure,” said its agriculture and turf division president Mark von Pentz.
Interbrand, who carried out the research, said: “The John Deere brand’s commitment to environmental sustainability initiatives, strategic focus and organisational realignment and the strengthening of its forestry and construction business exemplifies how a Moline, Illinois-based company, most commonly associated with tractors and farm equipment, can continue to deliver on growth targets while broadening public perception of what it means to ‘Run Like a Deere.’”