John Deere has been included in the list of the 100 Best Global Brands for the first time. This annual ranking is compiled by the consulting firm Interbrand and covers all industries worldwide.
Interbrand recognised that John Deere is continuously strengthening its global presence. "The brand is also widening its focus by going beyond equipment to provide farmers and landowners with expert advice on how to get the most out of their land," Interbrand noted in the ranking comments. "This programme ties directly into the brand's sincere commitment to sustainable practices, which has earned it international recognition, especially for its green building designs and energy conservation efforts," the report said.
"Being recognised as one of the top 100 brands among thousands of corporations reflects our consistent approach to serving our customers, and is the result of our ongoing commitment to markets outside North America," said Mark von Pentz, President of John Deere's Agriculture & Turf Division. "This recognition will further strengthen our dedication to serve those who cultivate, harvest, transform, enrich or build upon the land to meet the increasing global need for food, fuel, shelter and infrastructure."
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Interbrand's selection process for the100 Best Global Brands has been certified by the International Organisation for Standards as compliant with the ISO 10668 requirements for determining the monetary value of brands. Besides a public profile and awareness above and beyond its own marketplace, criteria include financial performance, presence in at least three major continents and a broad coverage in growing and emerging markets. Based on a calculated Brand Value, John Deere holds 97th place among the world's 100 Best Global Brands. The ranking spans from Coca Cola and IBM (Nos. 1 & 2) to Ferrari and Harley-Davidson (Nos. 99 & 100).