John Deere has again
earned a spot among the world’s most valuable brands in an annual ranking
completed by leading brand consulting firm Interbrand.
John Deere is now
ranked 88th in the Best Global Brands research announced in October 2018,
moving up four spots from a year ago.
Interbrand estimates
the John Deere brand to now be worth approximately $5.4 billion, a 12 per cent
increase on last year.
“A decade after the
global financial crisis, the brands that are growing fastest are those that
intuitively understand their customers and make brave iconic moves that delight
and deliver in new ways,” said Charles Trevail, Interbrand’s global chief executive
officer.
Interbrand said its
brand valuation is based on three key areas - financial performance of the
brand; the brand’s influence on purchase decisions; and the brand’s strength to
create loyalty and sustainable customer demand.
“This recognition
emphasises the success of our 70,000 employees worldwide who work each day to
deliver on the company’s core values of integrity, quality, commitment and
innovation,” said Samuel R Allen, Deere & Company chairman and chief
executive officer.
John Deere has been
included in the Best Global Brand ranking since 2011, when Interbrand estimated
the value of the John Deere brand to be $3.65 billion.
The Interbrand
methodology was the first of its kind to be certified by the International
Organisation for Standardisation requirements for monetary brand valuation.
