Farm Brand Names Evolve, Connect

Farmer Iron

Agricultural machinery companies merge and partner all the time, and it's interesting how that shows up to customers.

Published on: February 16, 2012

This week the National Farm Machinery Show is helping me put more wear on my trusty walking shoes with a bevy of top companies showing off their wares. You learn plenty walking around the show, and this year the mood remains good (though there is that thought "how long will this last?" question weighing in the back of many folks' minds).

I'm rounding up what new products I can find and learning more about a few hot topics or future copy in your favorite Farm Progress magazine, and online soon as well. Ran into a couple of things farm readers might find interesting. Both related to corporate identities.

First, last year McCormick and Woods reached an agreement regarding implements for McCormick's compact tractor model series - the X10. Companies do these kinds of deals all the time, but seldom do they share the limelight on the finished product. As the logo on this page shows, those implements carry a McCormick by Woods logo. "Both of us benefit," says Doug Rehor, CEO of McCormick USA. "Customers know the Woods name and Woods is associated with the McCormick brand."

TEAMING UP: Usually farm implement marketing partnerships arent this public, but McCormick and Woods see value in this cobranding approach.
TEAMING UP: Usually farm implement marketing partnerships aren't this public, but McCormick and Woods see value in this cobranding approach.

It's an interesting idea, and the entire line of loaders, backhoes and mowers that attach to the X10 carry this joint branding. Those implements are important because compact tractors are usually sold with an implement (those little machines are potent, but not much good if you don't have a tool or two for doing the chores). In fact, Rehor says that the average compact tractor is sold with at least three attachments.

Teaming up on the branding makes sense. I'll have more on the McCormick strategy in a future blog.

CONSISTENT APPROACH: As it did when it acquired Knight, Kuhn has created a co-branding structure for Krause. Both companies benefit from the approach.
CONSISTENT APPROACH: As it did when it acquired Knight, Kuhn has created a co-branding structure for Krause. Both companies benefit from the approach.

Merged but 'Separate'

When companies acquire other companies often the brand name acquired company can disappear - not always. There are examples where merged company brands remain separate. But Kuhn, in its acquisitions, takes an even different tack. They merge their logos.

When Kuhn bought Knight Industries earlier in this decade, it created the Kuhn Knight brand of equipment, which flourishes today.

Last year, Kuhn acquired tillage equipment maker Krause, and during the show this week it has unveiled the Kuhn Krause logo which you see on the page. Curt Davis, marketing manager, Kuhn Krause, says the acquisition has gone well and that the Hutchinson, Kan., company continues on with the new owners. "We'll find areas where there are synergies, but a former Krause dealer is now a Kuhn Krause dealer, but a Kuhn dealer doesn't automatically become a Kuhn Krause dealer." Makes sense, Kuhn can add the Krause profit stream to its stable of products and look for savings and efficiencies going forward.

I know there are plenty of other examples of this in the past, these are just two interesting farm machinery marketing approaches we ran across this week.

If you're at the show, enjoy. As always, the event brings together a lot of key players in the industry, all under one very large roof.