John Deere has repeatedly outperformed Caterpillar on measures of Brand Equity including Brand Strength – a leading indicator of future financial performance

John Deere has consistently outperformed Caterpillar in brand equity measures over several years according to the BrandAsset Valuator model. The model shows that John Deere has higher brand strength, which is a leading indicator of future financial performance, and brand stature, which indicates its current brand status, positioning it as a niche leader with an ubiquitous brand recognized across many customer groups.