The top three spots went to Apple, Google and Amazon, but John Deere has once again secured a spot among the world’s most valuable brands in an annual ranking completed by consultancy firm Interbrand.
Ranked 88th in the Best Global Brands 2018 research, John Deere moves up four spots from a year ago and Interbrand estimates the brand to now be worth around US$5.4 billion (up 12% on 2017). The same organisation estimates the Apple, Google and Amazon brands to be worth US$214,480 billion, US$155,506 billion and US$100,764 billion respectively.
Held for the ninth consecutive year, and announced at the New York Stock Exchange, the valuation is based on three key areas – brand financial performance, influence on purchase decisions and strength to create loyalty and sustainable customer demand.
John Deere is the only farm machinery company in the top 100. When it was first included in the ranking in 2011, Interbrand estimated the brand value to be worth $3.65 billion. For the record, Caterpillar, one of the top growing brands this year, secured 82nd position with US$5.73 billion (+18%). In 78th position, the Land Rover brand is estimated to be worth US$6.22 billion.
John Deere was just beaten to 87th spot by Heinekin (US$5.39 billion), but managed to stay ahead of Shell (89th spot US$5.27 billion).
