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John Deere brand worth estimated €4.73bn

John Deere’s key focus in 2021 will be the change in its operating model, to become a ‘smart industrial company’. Photo: John Deere.

The 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.

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20 November 2018 | 0

Deere & Company began when John Deere moved to Grand Detour Illinois and set up a 128 sq m  shop in 1837. Now, in 2018, the John Deere brand has just been valued at $5.4bn (€4.73bn) by brand consulting firm Interbrand.

John Deere is ranked 88th in Interbrand’s Best Global Brands 2018 research, moving up four spots compared with 2017.

“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, global CEO of Interbrand.

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 CEO.

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 $3.65bn (€3.2bn) The Interbrand methodology was the first of its kind to be certified by International Organisation for Standardisation requirements for monetary brand valuation.

Deere & Company is a world leader in providing advanced products and services for customers whose work is linked to the land – those who cultivate, harvest, transform, enrich, and build upon the land to meet the world’s dramatically increasing need for food, fuel, shelter and infrastructure.

Just this year, John Deere launched their new hydro bunker rake, a new compact tractor, and revealed their new Z994R mower with X Tweels.

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