GE Brand Expression Guidelines, Direct Response

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Direct Response Communications
Version 2.0
Page 8
1.02 Brand Architecture: GE Brand and Markets
Our brand architecture organizes our Markets in a way that
defines our key offerings, communicates the breadth and depth
of GE to our primary audiences, and clarifies how these offerings
meet their respective needs.
Accordingly, we have reorganized all of our activities into six
major Markets and our overarching communications goal is to
reinforce our offer: we are a singular, global company providing
diverse technology, media and financial services. In our brand
architecture, GE is the dominant brand. Markets, Businesses and
Solution Platforms have names that describe their function.
Note Of our six Markets, only five may use the GE Brand. Do not
use any other brand architecture component, sub-business,
organization, brand or product name with the GE Brand. Rare
exceptions exist and must have Corporate approval.*
This section describes the architecture that reflects the
structure of our organization. It also illustrates how to use that
structure properly across a range of Corporate and marketing
communications media.
There are four levels of the GE brand architecture. They work
together to clearly communicate the GE Brand, Business, and
offer to the customer.
Level 1 is the GE Brand itself. “GE” must appear in every GE
branded application and communication.
Level 2 defines the specific Market providing the communication
or offer. The use of the Market name is optional and should be
confirmed with your marketing leader.
* It is acceptable to use GE Money in markets where GE Money
has already been launched.
GE Commercial Finance
GE Consumer Finance*
GE Healthcare
GE Industrial
GE Infrastructure
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