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The Cat Rental Store: Leveraging the Global Recognition of the Cat Brand

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Bonnie Briggs, Corporate Identity and Brand Communications Manager, Caterpillar, Inc.; Jill Dorjath, Brand-Marketing Consultant, Caterpillar, Inc.


Caterpillar Inc. is the world’s largest manufacturer of construction and mining equipment, diesel and natural gas engines, and industrial gas turbines. It is truly a global competitor, recording half its sales to overseas customers. So when, in 1997, comp




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