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    GE Brand Architecture

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    jbarr58
    GE Energy aims to simplify its brand architecture to better leverage the strength of the GE brand, increase competitive differentiation, sell its entire portfolio, and accelerate growth. It proposes consolidating its businesses under a master GE Energy brand with three sectors: Oil & Gas, Power & Water, and Energy Services. Individual business units would use their sector name for business-specific communications, while cross-portfolio communications would use GE Energy. Approved solution platforms could also be referenced to promote key offerings. This approach aims to make GE Energy's broad portfolio more intuitive for customers.

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    GE Brand Architecture

    Uploaded by

    jbarr58
    936 views9 pages
    GE Energy aims to simplify its brand architecture to better leverage the strength of the GE brand, increase competitive differentiation, sell its entire portfolio, and accelerate growth. It proposes consolidating its businesses under a master GE Energy brand with three sectors: Oil & Gas, Power & Water, and Energy Services. Individual business units would use their sector name for business-specific communications, while cross-portfolio communications would use GE Energy. Approved solution platforms could also be referenced to promote key offerings. This approach aims to make GE Energy's broad portfolio more intuitive for customers.

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    GE Brand Arquitecture presentation

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    GE Energy aims to simplify its brand architecture to better leverage the strength of the GE brand, increase competitive differentiation, sell its entire portfolio, and accelerate growth. It proposes consolidating its businesses under a master GE Energy brand with three sectors: Oil & Gas, Power & Water, and Energy Services. Individual business units would use their sector name for business-specific communications, while cross-portfolio communications would use GE Energy. Approved solution platforms could also be referenced to promote key offerings. This approach aims to make GE Energy's broad portfolio more intuitive for customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    936 views9 pages

    GE Brand Architecture

    Uploaded by

    jbarr58
    GE Energy aims to simplify its brand architecture to better leverage the strength of the GE brand, increase competitive differentiation, sell its entire portfolio, and accelerate growth. It proposes consolidating its businesses under a master GE Energy brand with three sectors: Oil & Gas, Power & Water, and Energy Services. Individual business units would use their sector name for business-specific communications, while cross-portfolio communications would use GE Energy. Approved solution platforms could also be referenced to promote key offerings. This approach aims to make GE Energy's broad portfolio more intuitive for customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 9

    GE Energy

    GE Energy Brand Architecture


    Manager Overview

    Current State
    As an Energy Infrastructure business we dont have a consistent go-to-market strategy across the organization We default to our internal organizing structure to communicate who we are and what we do for customers Leads to confusionsub-optimizes our ability to sell across the portfolio and achieve higher levels of growth

    GE
    Energy
    Power & Water
    Equipment Services Consumables

    Energy Services
    Services Solutions

    Oil & Gas

    Customer segments
    How customers purchase How we want to sell

    Equipment Services

    2 8/28/2012

    The Opportunity
    To take advantage of being a leading brand
    GE brand is consistently ranked near the top of all global brands Tie brand to an elevated thought leadership position

    To increase our competitive differentiation and own a market space


    No other competitor can claim ownership of our category
    No competitor has an asset this powerful (next nearest is Siemens at $8B)

    To sell the entire portfolio


    Raise awareness of key business areas, capabilities, and solution platforms

    Tie our strong brand to bigger cross portfolio issues vs. products / services alone

    To accelerate growth in emerging markets


    Leverage GE in emerging and growth markets where the brand is not as strong

    3 8/28/2012

    Whats Required
    Leverage the GE brand / capitalize on our brand scale Communicate what we are today AND what we want to be in the future

    Make things intuitive for customers, governments and stakeholders

    Clarify the breadth of our portfolio for existing and emerging customers

    Make a long-term commitment to a go-to-market strategy


    4 8/28/2012

    Leverage the GE brand


    Customers consider only GE as the brand The strength of our brand puts us into customers considering set Need intuitive structure to influence government policy

    The balance of the portfolio is shifting: Highly diversified offers/multi-dimensional Products/One dimensional Equipment Equipment Services Technology Cross BU

    Need a brand structure that gives the most strategic offers the best shot at thriving in the market

    Need to give visibility to key offerings, especially in growth markets

    Portfolio diversity is key to overcoming energy challenges


    5 8/28/2012

    Simplifying the Brand


    Master brand Sector

    GE
    Energy

    Businesses

    Oil & Gas


    Drilling & Production Refinery & Petrochemical LNG & Pipeline Industrial Power Generation

    Power & Water


    Gas Turbines Steam Turbines Generators Aeroderivative Gas Turbines Gas Engines Cleaner Coal Gasification Solar Technologies Renewables Power Generation Water & Process Technologies

    Energy Services
    Transmission & Distribution Optimization & Control Environmental Services Parts & Repair

    Contractual Services
    Power Services Industrial

    Solutions

    Pipeline Solutions Global Services

    6 8/28/2012

    Simplifying the Brand


    Infrastructure not intuitive descriptor customer validated Simplifies breadth of portfolio drives Energy equity Flexible allows for long-term investment Does not overly disrupt commercial activity
    Cross Portfolio offerings Single Biz offerings
    GE Energy

    GE Oil & Gas

    GE Power & Water

    Image

    Image

    GE Energy Services

    Image

    Cycling & peak power solutions

    Integrated Compressor Line Image Co-generation solutions

    Oil & Gas

    Power & Water

    Energy Services

    Co-generation solutions

    Reinforces portfolio clarity

    7 8/28/2012

    Architecture
    Communications that address multiple P&Ls will use GE Energy
    Communications that address individual P&Ls may use an endorsed business name Only approved solution platforms may be used
    GE Energy businesses

    GE Energy

    GE Energy Services
    Use the overall business name for multiple P&L communications

    GE Oil & Gas


    Use the appropriate P&L name for business-specific communications

    GE Power & Water


    Use the appropriate P&L name with a solution platform for offerings

    GE Energy

    GE Energy Services GE Oil & Gas GE Power & Water

    GE Energy Services Optimization & Control GE Oil & Gas Pipeline Solutions GE Power & Water Gasification

    The default choice is GE Energy


    With every communication piece, consider audience, shelf life, and business cross-over

    8 8/28/2012

    Solution Platforms
    These lists represent the approved solution platforms within each of the three GE Energy businesses GE Energy solution platforms follow the overall GE brand expression. This includes typography, color palette, visual style, and layout formats GE Hitachi represents nuclear solution platform Solution platforms are optional
    GE Power & Water
    Gas Turbines Steam Turbines Generators Aeroderivative Gas Turbines Gas Engines Cleaner Coal Gasification Wind Energy Solar Technologies Renewable Energy Power Generation Water & Process Technologies

    GE Energy Services
    Transmission & Distribution Optimization and Control Environmental Services Parts & Repairs Contractual Services Power Services Industrial

    GE Oil & Gas


    Drilling & Production LNG & Pipeline Pipeline Solutions Refinery & Petrochemicals Industrial Power Generation Global Services

    9 8/28/2012

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