Cat Brand Book

THE CAT BRAND

DEAR COLLEAGUES When you think about the Cat brand, what comes to mind? Maybe you think about tractors, wheel loaders, trucks and engines—the stuff we make. Or maybe you think about everything yellow iron can do—build roads and schools and bridges, power communities and develop resources. That’s all part of it, but the heart of the Cat brand is simple. It’s bigger than our biggest dragline, tougher than our hardest ground-engaging tools, more powerful than our largest marine engines, and more responsive than our quickest skid-steer loader. The core of our brand is our customers, who use the tools we make to change the world. That’s why the Cat brand is more than yellow iron. Nothing happens without our customers. With them, we have a future. Without them, we only have a past. That’s why the promise of the Cat brand is to be a champion for our customers’ enduring success. Our customers must be our focus, and finding ways to make them more successful must be the basis of everything that we do.

Doug Oberhelman Chairman & CEO

CUSTOMER SUCCESS

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OUR SUCCESS

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OUR BRAND GUIDES EVERYTHING WE DO We all know the Cat brand is more than our logo. Our brand is our machines, our engines, our solutions, and our support—it’s in everything we deliver and everything we do. Our brand is also a guidepost. It helps bring us together and direct the experience we provide to customers each and every day. Our brand has significant power—and potential—around the world. In clarifying and communicating what we know to be true, it supports our unique business model at each stage: A strong brand strengthens all of us. It guards our culture and unifies us as we seed the world with the most enduring solutions. A unique brand opens doors. It helps us grow in new markets as we spread the truth of our excellence and dependability. A clear brand connects. By aligning internal and customer objectives, it helps us harvest the most fruitful relationships.

OUR UNIQUE BUSINESS MODEL 4

AND CUSTOMER SUCCESS IS AT THE CORE OF WHAT WE DELIVER The heart of the Cat brand—the unchanging core of our existence—is a devotion to the customer. This focus drives our seed, grow and harvest model. It helps us continually deliver customer growth. We know this because we are guided by two simple principles:

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Understand the need. To design quality products and deliver dependable services, we must understand our customers’ needs and align all of our efforts to those needs. We are at our best when we help them succeed—and when we listen.

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Amplify the success. No matter the geography or size of the endeavor, all of our customers share the desire to succeed. Whether building a business that feeds a family or creating infrastructure that develops a nation, they all want to make a lasting contribution to better lives.

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“No puedo obtener esta accesibilidad en ningún otro lado.”

“Hanno la più grande ed efficiente rete di servizi del mondo.”

“The people in the Cat dealership network are the standard setters.”

“The people who support Cat products are 100% dependable.”

WHEN WE ASKED OUR CUSTOMERS: WHAT SETS THE CAT BRAND APART?

“YOUR PEOPLE HAVE ALWAYS BEEN YOUR GREATEST STRENGTH.”

WHY DO YOU BUY CAT PRODUCTS OR SERVICES? THEY POINTED TO OUR PEOPLE ADVANTAGE. WE BUILT ON THESE INSIGHTS TO CLARIFY OUR BRAND

“I’ve been in this business for a long time, and I’ve seen it all. But through everything, my dealer has always supported me. When things are good, Cat service is great. If I need help, though, that’s when they really step above all the other companies and take care of me—the customer—like no one else can. Thank you for that.”

“Sie unterstützen mich – egal, wo auf der Welt ich tätig bin.”

“代理商对我们是很大的支持。 ”

“Отличное

качество услуг.”

“They fill my needs with quality products, but most importantly, they back it up with great service.”

With the powerful advantage of our people leading the way, the core of the Cat brand is serving customers—the people who depend on our machines, engines and ideas to put a roof over their heads, food on their tables, and a brighter future in front of their children. This is the heart of our brand, and we’ve summoned six powerful words to summarize it:

A CHAMPION FOR YOUR ENDURING SUCCESS It’s a confident statement built from the excellence of our people and our overriding commitment to customer success. It’s a pledge to durability and sustainability well beyond the near term. When you examine it more closely, it is also a plan of action, measurement and accomplishment:

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WE ARE A CHAMPION FOR CUSTOMERS

WE DELIVER ENDURING SUCCESS

OUR SUCCESS IS CUSTOMER SUCCESS

We are customer advocates focused on driving customer growth.

Our ability to deliver lifecycle value, extending short-term value to long-term growth.

When customers feel the strength of our people, success follows.

We not only support customer objectives, we adopt them. We’re a leading company whose history of success promises future growth; we are winners serving winners.

A reputation for surpassing customers’ expectations with complete solutions.

When customers see how relentlessly we solve problems, success follows. When customers understand how Cat products and service deliver superior long-term value, success follows. 9

AYUDAR A LOGRAR UN ÉXITO DURADERO EN NUESTROS CLIENTES 卓越支持, 成就无限

SEMPRE PRESENTE EM SEU SUCESSO

A CHAMPION FOR YOUR ENDURING SUCCESS МЫ ДЕЛАЕМ ВСЁ ДЛЯ ВАШЕГО УСПЕХА

A VOS CÔTÉS SUR LA ROUTE DU SUCCÈS

DIE BESTEN FÜR DAUERHAFTEN ERFOLG

WHAT MAKES US WHO WE ARE

WE ARE AN EXCEPTIONAL TEAM WITH AN UNYIELDING COMMITMENT TO WINNING This is not a goal; it is a statement of fact. Every division and business unit that supports the Cat brand consists entirely of people committed to personal and professional success. It’s in our bones. Consider what this statement means: We’re an exceptional team. Whether you are an engineer, supplier, product designer, finance professional, dealer—no matter your expertise —we are all part of the one great global team that works together on behalf of our customers. We’re unyielding. Call it a stubborn refusal to accept the ordinary or a built-in passion to surpass every expectation—the people of Caterpillar never settle and never pause until every customer succeeds. We’re committed to winning. At every level of Caterpillar, we’re fueled by a drive to succeed. Our competitive fire burns bright because every customer’s success depends on it. 12

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WHAT SETS US APART

A dedication to delivering the best-built, dependable products and solutions for a lifetime of value Unmatched, on-the-ground team who stands behind our products and beside our customers A culture driven by what our customers want and deserve

A LIFETIME OF BEING THERE FOR OUR CUSTOMERS 14

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WHAT WE DELIVER TO OUR CUSTOMERS

AN ONGOING PROGRESSION OF BOTH SHORT-TERM VALUE AND LONG-TERM GROWTH Think of it as building together—a way to unify our customers’ immediate needs with the kinds of products and services that will serve them over many years. An ongoing progression requires persistence and energy—and a commitment to learning from successes and building upon them. Short-term value helps the customer better appreciate and rationalize our lasting impact. Gains like immediate efficiency and uptime improvements are very compatible with telling a lifecycle, durability and lower cost of ownership story. Long-term growth and customer success are made possible by ongoing support, quality products, unmatched rebuilds, and an overarching commitment to a lasting partnership.

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OUR CHARACTER Wherever our customers do business, they depend on the same character qualities that we recognize as essential to building customer success.

AUTHENTIC

We are upfront, down-to-earth, and hardworking in all that we do.

STRONG

We exhibit a humble confidence in ourselves, our products, and our solutions; we are passionate about always improving.

RESPECTFUL We work to understand the unique needs of our customers, big and small; we embrace our role as the people who work with and for them.

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WHAT WE NEED FROM YOU A brand reputation is earned, not fabricated. It is built one moment of truth after another. This is truer of the Cat brand than of most. Whether you’re in the office, on the floor, or in the field—whether you’re building spreadsheets, machines, or relationships—every task that we undertake is an opportunity to pave the way for another customer’s success, and to sustain our own. There is no job that will not benefit from your performing in this spirit. The people who originally built the Cat brand were committed to customer success. Today, we live and grow their brand—our brand—for the future. We innovate and grow on behalf of our customers. We champion customer success. We are winners serving winners. It’s who we are as the people who build Cat products, deliver Cat services, support Cat solutions, and live the Cat brand. It’s what we need from each and every one of you.

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BRAND.CAT.COM © 2012 Caterpillar. All Rights Reserved. CAT, CATERPILLAR, their respective logos, “Caterpillar Yellow” and the “Power Edge” trade dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission. PEDJ0126

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