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The Cat Rental Store: Leveraging the global recognition of the Cat brand
Author(s) -
Briggs Bonnie,
Dorjath Jill
Publication year - 2001
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2001.tb00561.x
Subject(s) - business , renting , brand management , marketing , work (physics) , brand equity , advertising , brand strategy , political science , engineering , law , mechanical engineering
When a global company moves into a new business, questions about brand should be a priority. Should the new operation share or break away from the existing brand? How should the brand be implemented in different international locations? What is the best way to work with dealers to adopt the brand strategy? Offering answers and insights, Bonnie Briggs and Jill Dorjath assess Caterpillar's experience related to these and other dilemmas.