John Deere leaves Ferrari trailing in the Interbrand stakes

Tractor titan John Deere says it has made a quantum leap one year after its first-ever inclusion in the Interbrand report of the 100 best global brands.

According to the latest Interbrand ranking John Deere’s brand value has been put at over US$4.2bn, a 16 per cent increase against its debut year in 2011.

"We gained 12 places and are now ranked at 85, ahead of other well-known brands such as Starbucks, MasterCard, Harley Davidson and Ferrari," said a spokesman.

He attributed its strong showing to "core values - integrity, quality, commitment, and innovation – remaining central to the brand’s corporate citizenship strategy and still vital among the 60,000 employees worldwide".

Deere & Company agriculture and turf division president Mark von Pentz said: "The improvement in our Interbrand ranking recognises the progress we have made in markets outside North America."


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