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Dealers need to consider their brand and the Cat brand and how the sponsorship can provide leverage to both. Sponsorship opportunities afford us additional ways to connect with our customers, give back to communities. We must carefully select these partnerships to ensure they positively reflect our brand values. Questions to consider: How will the sponsorship provide value? How will the sponsorship postively increase the brand? What metrics will be used to measure effectiveness? What is the cost of the sponsorship, attendance, demographics, hospitality? Can cost be offset by trading products (value in kind)? What is the level of exposure (international, national, regional, local)? What signage will be used? Have we sponsored this in the past? Is the corporation or other dealers involved with this or a similar opportunity?
Contact the Brand Review Team (Dawn Stage sponsorship@cat.com) for: Anything created with the dealer lock-up Signage Banners Stadium Promotional material Uniforms Vehicles Merchandise for resale (Dawn will coordinate with Retail Business Development - Licensing Agreement required.
Over the past 85+ years, Caterpillar has established its brand as one of the worlds leading and most recognized brand. However, the most important thing relative to a brand is not its monetary worth its what it allows you to do. A strong brand sets us apart from our competitors. Our brand has served us well as we face industry changes, new and/or expanded product lines, acquisitions and brand extensions. Many, if not all, strategic initiatives have implications to our most valuable assets the Caterpillar brands.
www.brand.cat.com/merchandise
With regard to trademarks used on promotional articles and retail merchandise, Caterpillar carefully reviews all potential suppliers to ensure they are able to provide products that meet Caterpillars high standards for quality and service before granting licenses to them. Only approved licensees have the legal right to use our marks, and then only in accordance with strict controls. Use of unauthorized vendors is a violation of the Trademark & Service Mark Agreement. Caterpillars Retail Business Development is the source for brand merchandise guidelines and processes.
For a current list of authorized trademark merchandise licensees, contacts, and tools, visit brand.cat.com/merchandise.