May 22, 2006
Product Naming: John Deere's Sweet Brand
The John Deere name is to tractors and harvesters as the CAT name is to bulldozers and earth moving equipment: an industry standard that people outside of the industry (like me) recognize as sui generis.
Founded in 1837, John Deere makes tractors, construction and forestry equipment, and mowers and cutters used in lawn, grounds and turf care. Deere is now branching out into sugar cane harvesting equipment in Louisiana, Hawaii, Florida and Brazil.
Seems that Deere acquired the cane harvester Cameco brand in 1998 and has decided to scrap the product name and sell sugar cane harvesters with the familiar green and yellow colors of John Deere in places it might not be very well known.
I think this will, in the words of a company spokesman, send an “outward signal to customers that the sugar cane harvesting business is fully integrated with other aspects of the leading agricultural equipment company in the world.” I must say that’s good brand architecture at work and I’m surprised Deere, a revered brand name in agriculture, didn’t make the change sooner.
This is a whole new world for Deere: Brazil is the world’s largest sugar producer - the US is the world’s tenth.
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