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The John Deere logo is probably recognised by anyone in agriculture, but a 2014 Top 100 of Global Brands and their perceived values produced by Interbrand showed JD was even recognised by the greater public, coming in at 79th position with a value of $5.12 billion.
Surprisingly, there were no other recognised brands with an agricultural leaning other than Caterpillar, probably better known for its construction equipment, that came in at 61st with a value of $6.8b.
No surprises then to see Apple as the most recognised brand (value $118b), Toyota 43rd ($43b), Mercedes 10th ($34.2b) and Ford down at 39th ($10.8b).
Interestingly, the readily recognised ‘leaping deer’ was first registered by Deere in 1876 when it was more locally known as The Moline Plow Company, its core business producing about 60,000 ploughs a year.
The original trademark showed a deer bounding over a log – a huge mistake by the designer because it featured an African deer not the Native American white tailed deer that appeared in later versions of the trademark.
Deere has updated its logo about six times since the late 19th century. The last change in 2000 was to a deer with its hind legs planted firmly on the ground, signifying the heritage and roots of the company, while the leaping deer with raised front legs captured the essence of a company moving boldly into the new millennium.
What’s certain is that the next time this logo gets a tweak it won’t cost $26 million and will always feature the leaping deer.
Grape and orchard growers will soon be able to take a closer look at John Deere’s new 5EN specialty narrow tractors, which offer more power and comfort in narrow vineyards or tree rows.
Recently released in Australia and New Zealand by John Deere, a unique new software platform offers near real time profitability monitoring across crops and individual paddocks.
John Deere has released details of its next generation of fixed and variable chamber round balers, offering advanced automation for increased productivity, along with user-friendly features, including new endless belts that ensure reliable net feeding, particularly in sticky conditions, and an optional integral bale weighing system.
Fancy trading your old toy for something new next month?
Whangarei field service technician, Bryce Dickson has cemented his place in John Deere’s history, becoming the first ever person to win an award for the third time at the annual Australian and New Zealand Technician of the Year Awards, announced at a gala dinner in Brisbane last night.
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