Strengthening and Protecting Caterpillar and Cat · Strengthening and Protecting Caterpillar and...

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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

Transcript of Strengthening and Protecting Caterpillar and Cat · Strengthening and Protecting Caterpillar and...

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

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

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Product Consistency - Within a Family

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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

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Caterpillar Facility Identity and Branding

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Leveraging a Consistent Brand Advertising, Web, Social Media,and Marketing Materials

Consistent look, tone and brand messaging

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FORGED BY WORK. DRIVEN BY LIFE.

Retail Business Development

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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!”

Authentic Tough Proud Bold Durable Quality

Authentic Tough Proud Bold Durable Quality

Authentic Tough Proud Bold Durable Quality

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

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

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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

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Counterfeit Licensed Merchandise

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- 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

Global Brand Management Caterpillar Confidential Yellow

Keeping our

brand strong

means delivering

every customer

touchpoint

consistently

…and it’s everyone’s responsibility!

Global Brand Management Caterpillar Confidential Yellow

Thank You!