The Value of Brand in Equipment Pricing | EquipmentWatch

EquipmentWatch Releases Study on Value of Brand in Equipment Pricing

Top Performers Include: Caterpillar, Hyundai, Hesston, Hagie, Deere and Case IH

Atlanta, GA – April 28, 2021 – EquipmentWatch, the world leader in data, software and insight for the heavy equipment industry, today announces a research study on the value of a brand name during the lifecycle of heavy equipment. The report takes a deep dive into the impact of brand on pricing for construction, lift and agricultural equipment on the resale and auction channels.

  • Learn what brand premium is and how it has influenced the resale and auction channels over the past two years
  • Understand how brand name contributes to an equipment’s price to help you with your equipment-buying strategy
  • Caterpillar’s construction equipment had the highest brand premium for 2019 and 2020, see which other brands rounded out the top
  • Deere captures the highest overall brand premium for agricultural equipment on both the resale and auction channels, see details on which types of their equipment have the highest and lowest brand premium

Read the full report here:

What’s a Brand Name Worth?

About EquipmentWatch

EquipmentWatch is the trusted source for heavy equipment data and intelligence. EquipmentWatch produces the leading database information products for the construction equipment industry and is the world leader in independent, third-party heavy equipment research serving more than 15,000 professional, high-volume users of construction, ag, and lift/access data. The EquipmentWatch products are valuable tools in decisions surrounding the purchase, valuation, operation, and equipment disposal.

For more than 60 years,EquipmentWatch has served contractors, equipment manufacturers, dealers, rental companies, lenders, insurers, and government agencies involved in heavy civil construction. EquipmentWatch owns The Rental Rate Blue Book. For more information, visit

About Informa

Informa PLC is a leading international business to business information services group, operating in more than 30 countries. We create transaction-led exhibitions and content-based events, specialist data, intelligence and marketing services products, as well as scholarly research and specialist reference-led academic content. Our products and services help businesses and professionals connect, learn, do business and gain an edge over the competition. Informa is listed on the London Stock Exchange and is a member of the FTSE 100.

Media Contact:
Alphonso Crawford
[email protected]