Post on 19-Jul-2018
transcript
Brand Management
Global Brand Management Caterpillar Confidential Yellow
Strengthening and Protecting
Caterpillar and Cat
Ed Smith
Caterpillar Inc.
Intellectual Property Owners Meeting
September 10, 2012
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 Interbrand’s 2011 list of global brands
• $5.5B Brand Value
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
Proper parts
branding builds
brand loyalty
(and generates
parts sales!)
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
FORGED BY WORK. DRIVEN BY LIFE.
Retail Business Development
Global Brand Management Caterpillar Confidential Yellow
Protects IP
100 million pairs Cat footwear!
Why Do We Do This?
Promotes the Brand Builds Awareness and Connection
Brand attributes of Cat equipment are the foundation for merchandise.
“How clever you are to advertise your boots
on the side of those big yellow machines!”
Global Brand Management Caterpillar Confidential Yellow
Leveraging merchandise as a Marcom tool
YE 2010 (10)
YE 2011 (24)
2012 (+15)
2013-14 (+40)
Ongoing Efforts to Strengthen the Cat Brand
2015 > 100
Licensed Merchandise Retail Stores
Global Brand Management Caterpillar Confidential Yellow
Industry Recognition
0
200
400
600
800
1000
1200
2006 2007 2008 2009 2010 2011 2012
Retail Sales History
(in millions)
$1.1 B
#40
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
• Strategic orientation
• Competitive position
• Distribution channels
• Financial position
– Willingness to invest in Cat program
• Reputation, ethics
2012 Licensees
Within U.S. 31
Outside U.S. 24
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
Packaging
Parts Product Identity
Signage & Decals
Global Brand Management Caterpillar Confidential Yellow
- 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
- “Carton No.” will
match one of 1,089
numbers (provided)
GENUINE
COUNTERFEIT
Global Brand Management Caterpillar Confidential Yellow
…and the name on the front is more important
than the one on the back!
At Caterpillar
Brand Management is a TEAM Business…
Global Brand Management Caterpillar Confidential Yellow
Keeping our
brand strong
means delivering
every customer
touchpoint
consistently
…and it’s everyone’s responsibility!