Caterpillar GBM

Caterpillar Global Brand Management

BrandActive is a Brand Implementation and Management company and we have been contracted by Caterpillar Global Brand Management (GBM) to conduct the following survey. The objective of this survey is to validate GBM's understanding of brand identity related dealer priorities, concerns and barriers to compliance, as well as identifying previously unknown issues that are impacting the ongoing management of the brand identity globally. We would value your input to this survey. There are six questions which may take approximately 20 minutes to complete.

BrandActive will analyze the responses and provide findings and recommendations for improvements to be incorporated into an action plan for 2012. It is expected that the findings of this survey will help inform the improvement efforts in the Signage Family, Web (brand.cat.com)/Brand Standards and Supplier Improvement Performance.

Your survey responses will be strictly confidential; and your identity will not be shared with Caterpillar. If you have questions about this survey, please contact Marie Greatrix at +1 416-595-7082 or by email [email protected].

Thank you very much for your time and support.

1. What do you hear from the dealers regarding challenges that they face with regard to their ability to achieve identity compliance in advertising, signage, vehicles and stationery? Please include any specific examples that you have encountered.

2. When recommended changes are implemented to facilitate dealer identity compliance, what specific actions would you expect to take to further engage dealers that have been either delinquent or unable (for one reason or another) in their attempts to achieve a high degree of compliance?

3. What aspects of brand identity management processes currently work effectively with regard to getting dealer buy-in? Conversely, what does not work well? For example, ease of access to guidelines, artwork, brand resources, help desk response and performance, procurement processes, brand related training, brand help desk support, implementation processes, etc.

4. What reasonable steps could Caterpillar take to achieve higher levels of compliance with dealers – e.g., additional brand resources, improvements to brand.cat.com?

5. In your opinion, what are the main factors that differentiate "good" versus "bad" dealers in relation to brand identity compliance?

6. What types of improvements to brand.cat.com could assist dealers in achieving a better level of understanding of our dealer identity processes and standards? Think about the standards and processes surrounding advertising, other printed materials, facility signs, vehicle decals, etc., for example, would providing this content on brand.cat.com in multiple languages have a significant impact?

Produced by BrandActive, November 2011. Confidential.