The 2014 list of the top 100 global brands compiled by brand consulting firm Interbrand values the John Deere brand at $5.124 billion, up 5% from last year. Now ranking No. 79, John Deere first appeared on the list in 2011 (ranked No. 97).
“John Deere's longevity can be attributed to its ability to evolve with changing times while staying true to its core values” says Interbrand. “Powered by a strong sense of internal clarity, John Deere is looking to ensure its relevance in the future by providing products and services that help meet the world's growing demand for food, fuel, shelter, and infrastructure,” the consulting firm stated.
The methodology Interbrand uses for its list is certified by the International Organization for Standardization (ISO). The consulting firm says it analyzes the many ways a brand benefits an organization, from delivering on customer expectations to increasing economic value. To assess the actual brand value, the following key performance indicators are used: financial performance of the brand’s products and services, the role the brand plays in influencing customer choice, and the brand’s positive impact on price realization.