Deere & Co. has earned a spot on the 2011 Best Global Brands report compiled annually by Interbrand, one of the world’s largest branding consultancies.
The Moline-based equipment maker ranked 97th on the list.
The Best Global Brands report is based on three key aspects: financial performance, the brand’s role in purchasing decisions and the brand’s strength for continuing to secure earnings.
Deere spokesman Ken Golden said it marked the first time the John Deere brand has been included on the prestigious list.
“We consider this to be an important indicator of John Deere’s progress in global growth since a company qualifies for this list when it reaches a certain percent of sales outside its home country,” he said.
The Top 100 Best Global Brands list was led, for the 12th consecutive year, by Coca-Cola. The year’s top riser was Apple, which ranked eighth.
Interbrand said this year’s Top 100 brands demonstrated that they are constantly flexing, evolving and innovating despite an erratic economic landscape.
“Uncertainty is the new status quo, so today’s brands need to be quick and nimble,” said Jez Frampton, Interbrand’s global chief executive officer. “Consistency, relevance and commitment are imperative if a brand is to keep pace in our rapidly changing world.”
This year’s ranking was dominated by technology brands. Seven of the Top 10 brands (IBM, Microsoft, Google, GE, Intel, Apple and Hewlett-Packard), four of the five biggest risers (Apple, Amazon.com, Google and Samsung) and the one of the few new entrants (HTC, the mobile device maker in Taiwan) all hail from the tech sector.