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    Strengthening and Protecting Caterpillar and Cat: Brand Management

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    Sudhaakar MN
    Caterpillar is a global brand with over $60 billion in annual sales. It has over 125,000 employees worldwide and sells products in over 180 countries. Caterpillar focuses on strengthening and protecting its brand through consistent branding across all products, marketing materials, retail environments, and more. This consistency is designed to build brand awareness, promote the brand, and protect Caterpillar's intellectual property.

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    Strengthening and Protecting Caterpillar and Cat: Brand Management

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    Sudhaakar MN
    32 views32 pages
    Caterpillar is a global brand with over $60 billion in annual sales. It has over 125,000 employees worldwide and sells products in over 180 countries. Caterpillar focuses on strengthening and protecting its brand through consistent branding across all products, marketing materials, retail environments, and more. This consistency is designed to build brand awareness, promote the brand, and protect Caterpillar's intellectual property.

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    CATERPILLAR

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    Caterpillar is a global brand with over $60 billion in annual sales. It has over 125,000 employees worldwide and sells products in over 180 countries. Caterpillar focuses on strengthening and protecting its brand through consistent branding across all products, marketing materials, retail environments, and more. This consistency is designed to build brand awareness, promote the brand, and protect Caterpillar's intellectual property.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    32 views32 pages

    Strengthening and Protecting Caterpillar and Cat: Brand Management

    Uploaded by

    Sudhaakar MN
    Caterpillar is a global brand with over $60 billion in annual sales. It has over 125,000 employees worldwide and sells products in over 180 countries. Caterpillar focuses on strengthening and protecting its brand through consistent branding across all products, marketing materials, retail environments, and more. This consistency is designed to build brand awareness, promote the brand, and protect Caterpillar's intellectual property.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 32

    Brand Management

    Strengthening and Protecting


    Caterpillar and Cat
    Intellectual Property Owners Meeting
    September 10, 2012

    Ed Smith
    Caterpillar Inc.

    Global Brand Management Caterpillar Confidential Yellow


    $60B in sales in 2011 projected $68-70B in 2012
    >50% sales outside the USA
    $19.7B US Exports in 2011
    125,000 employees
    Global manufacturing, logistics
    23,000 suppliers in 90 countries
    >1000 machines/engines
    191 independent dealers globally
    3,313 stores
    140,000 employees
    Customers in >180 countries
    64th on Interbrands 2011 list of global brands
    $5.5B Brand Value

    Global Brand Management Caterpillar Confidential Yellow


    Global Brand Management Caterpillar Confidential Yellow
    Our Brand Portfolio Today

    Global Brand Management Caterpillar Confidential Yellow


    Keeping Our
    Brand Strong
    the Cat Brand
    Experience

    Global Brand Management Caterpillar Confidential Yellow


    Touch Points = Brand Experience
    Marcom and Brand Promotion Products & Services

    Environments

    Global Brand Management Caterpillar Confidential Yellow


    Product Consistency - Within a Family

    Global Brand Management Caterpillar Confidential Yellow


    Product Consistency Across Families

    Global Brand Management Caterpillar Confidential Yellow


    Trade Dress Extension to Packaging

    Global Brand Management Caterpillar Confidential Yellow


    Proper parts
    branding builds
    brand loyalty
    (and generates
    parts sales!)

    Global Brand Management Caterpillar Confidential Yellow


    Dealer Identity

    Global Brand Management Caterpillar Confidential Yellow


    Caterpillar Facility Identity and Branding

    Global Brand Management Caterpillar Confidential Yellow


    Leveraging a Consistent Brand
    Advertising, Web, Social Media,and Marketing Materials
    Consistent look, tone and brand messaging

    Global Brand Management Caterpillar Confidential Yellow


    Retail Business Development

    FORGED BY WORK. DRIVEN BY LIFE.

    Global Brand Management Caterpillar Confidential Yellow


    Why Do We Do This?
    Builds Awareness and Connection Promotes the Brand

    Protects IP

    100 million pairs Cat footwear!

    Global Brand Management Caterpillar Confidential Yellow


    How clever you are to advertise your boots
    on the side of those big yellow machines!

    Brand attributes of Cat equipment are the foundation for merchandise.


    Authentic Tough Proud Bold Durable Quality
    Authentic Tough Proud Bold Durable Quality
    Authentic Tough Proud Bold Durable Quality
    Ongoing Efforts to Strengthen the Cat Brand

    Licensed Merchandise Retail Stores


    YE 2010 (10)

    YE 2011 (24)

    2012 (+15)

    2013-14 (+40)

    2015 > 100

    Leveraging merchandise as a Marcom tool

    Global Brand Management Caterpillar Confidential Yellow


    Global Brand Management Caterpillar Confidential Yellow
    Industry Recognition

    Retail Sales History


    #40 (in millions)

    1200
    1000 $1.1 B
    800
    600
    400
    200
    0
    2006200720082009201020112012

    Global Brand Management Caterpillar Confidential Yellow


    How Are Licensees Selected?
    Offer high quality products and adequately promote them
    History of brand building capabilities
    Dedicated sales team
    Regional coverage 2012 Licensees
    Strategic orientation Within U.S. 31
    Competitive position
    Outside U.S. 24
    Distribution channels
    Financial position
    Willingness to invest in Cat program
    Reputation, ethics

    Global Brand Management Caterpillar Confidential Yellow


    Quality Control Process
    High-quality products with stringent standards
    Brand attributes
    Identity standards
    3-step approval process (>26,000 reviews/yr)
    Concept, pre-production, production
    Production audits, random sampling
    Approvals processed in Peoria, IL
    Electronic reviews for overseas customized orders
    Samples are archived either in Peoria or with
    licensee
    Financial penalties if process not followed

    Global Brand Management Caterpillar Confidential Yellow


    Infringement and Counterfeiting
    Parts
    Product Identity

    Packaging Signage & Decals

    Global Brand Management Caterpillar Confidential Yellow


    Counterfeit Licensed Merchandise

    Global Brand Management Caterpillar Confidential Yellow


    - Carton No. will
    match one of 1,089
    numbers (provided)

    GENUINE

    COUNTERFEIT

    - Logo will match transparencies (provided)


    - Edge of C is rounded not squared
    - Edge of T blocked not pointed

    - Address and label


    positions located
    UNDER label

    Global Brand Management Caterpillar Confidential Yellow


    At Caterpillar
    Brand Management is a TEAM Business

    and the name on the front is more important


    than the one on the back!
    Global Brand Management Caterpillar Confidential Yellow
    Global Brand Management Caterpillar Confidential Yellow
    Keeping our
    brand strong
    means delivering
    every customer
    touchpoint
    consistently

    and its everyones responsibility!

    Global Brand Management Caterpillar Confidential Yellow


    Thank You!

    Global Brand Management Caterpillar Confidential Yellow

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