The Cat brand is the cornerstone of the Caterpillar brand portfolio, representing products and services made by Caterpillar. While Caterpillar was founded in 1925, “Cat” was not used as a trademark until 1949 when it began appearing on machine trade dress. It was registered three years later. Over time, the level of familiarity with the Cat brand made it possible to rely on it as a primary public-facing brand name. Today, product trade dress and dealer identity leverage the powerful Cat name. In 2012, with the strong support of the Executive Office, the Cat brand was relaunched through a recommitment to Caterpillar's fewer, stronger brand strategy and a new articulation of the Cat brand promise: "Champions for Success". The Cat business model is fundamentally different than the brand’s leading competitors because it revolves around the promise of total life cycle value. Cat products are designed with superior quality, unsurpassed reliability, durability that allows for multiple rebuilds, ease of serviceability and reparability and outstanding support, provided almost exclusively by Cat dealers. Cat products usually are placed in demanding applications where unequaled parts availability and quick repair is demanded to return the machine to production.