Naming Process Overview

In a separate document:

•Document 123,

Trade Names, Trademarks, & the GE Identity Program.

Before permitting an acquired affiliate to adopt any name or graphic identifier, you must ensure that

-GE’s minimum ownership requirements are met

-all required approvals are obtained

-a written trademark license is approved by Corporate Trademark Counsel

as set forth in document 123.

Thus, before proceeding, obtain this document from the GE Identity Website or Hotline and familiarize yourself with it, in particular “Appendix B: Licensing Procedure for Acquired Affiliates.”

A primary purpose of the GE Identity Program—and thus the acquired affiliates naming process—

is to link the name “GE” with words that describe the Company’s competencies or capabilities, particularly those that enhance the perception of GE

as innovative and dynamic. Generally, then, the acquired affiliate naming process encourages linking GE with its affiliates, but it also considers the external variables that influence the degree to which a particular affiliate should be associated with GE.

The acquired affiliate naming process is built on a five-level naming scheme. As described on this and the next page, it provides a complete range of communicative name options, each with distinct communication opportunities, limitations, and implications for both GE and the affiliate.

At each level, a precise degree of association between GE and the affiliate is established in the affiliate’s communicative name. It is this association, and hence the visibility of GE through affiliate communicative names, that this naming process determines.

Naming Level 1: GE + Generic Name

This is the highest level of identification, having the strongest association with GE. The acquired affiliate is known by the name “GE” combined with a succinct, clear, and accurate generic description of the primary product or service provided by the affiliate. This form of naming is identical to that used by almost all GE components.

At this level of naming, an acquired affiliate

•uses a graphic signature (containing the Monogram, signature typography, and the Laser Line) as its identifier

•fully participates in the GE Identity Program, following all program standards and guidelines

Naming Level 2:

GE + Proper Name or Communicative Name

When it is beneficial to highlight the acquired affiliate’s name and a lesser degree of association with GE is desirable, this second level of naming is appropriate. Here the name “GE” is combined with the existing communicative name of the acquired affiliate.

At this level of naming, an acquired affiliate

•uses a graphic signature (containing the Monogram, signature typography, and the Laser Line) as its identifier

•fully participates in the GE Identity Program, following all program standards and guidelines

Naming Level 3: Monogram Endorsement

Where only a strong visual association is desirable, the acquired affiliate’s existing communicative name may be used in a graphic signature featuring the Monogram.

Like acquired affiliates using names at higher levels, an affiliate using a level 3 name

•uses a graphic signature (containing the Monogram, signature typography, and the Laser Line)

as its identifier

•fully participates in the GE Identity Program, following all program standards and guidelines

Naming Level 4:

GE Verbal Endorsement

Where only a verbal association is desirable, the acquired affiliate’s existing identifier carries a reference to GE in a tag line. This tag line consists of only the communicative name of the

GE business component or other affiliate having primary responsibility for the affiliate.

Acquired affiliates using only a verbal endorsement in their existing identifiers do not fully participate in the GE Identity Program. Their only obligations are to

•incorporate the correct tag line (typeset in Univers 68 according to the guidelines in GE Identity Program document 133, Typography, pages 02 and 03) into their existing identifier and to use that identifier with the tag line in all media

•use the communicative names of the Company and its components correctly in copy and conversation (according to the guidelines in GE Identity Program document 301, Component Names)

Naming Level 5: GE Invisible

In cases where there is no benefit in associating GE with an affiliate, the name “GE” is not part of the acquired affiliate’s name. Thus, neither a verbal nor a visual connection is made between GE and the affiliate.

Acquired affiliates at this level retain their own separate identities and do not participate in the GE Identity Program.

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Naming Level 1:

GE + Generic Name

GE ownership must be greater than 50%.

Naming Level 2:

GE + Proper Name or Communicative Name

GE ownership must be greater than 50%.

Naming Level 3:

Monogram Endorsement

GE ownership must be greater than 50%.

Naming Level 4:

GE Verbal Endorsement

GE ownership must be at least 34%.

Naming Level 5:

GE Invisible

GE ownership may be any percentage.

The acquired affiliate naming decision tree, shown on this and the next page, is a tool to help determine the most appropriate communicative name and identifier for GE affiliates. Because it is not quantitatively based, selection from the options requires subjective judgment.

Note: The acquired affiliate naming decision tree is proprietary and is intended for GE only.

Step 1: Management Control

Does GE have control of the affiliate as defined in document 123, Trade Names, Trademarks, & the GE Identity Program ? Does GE have the right to change the affiliate name? If the answer to any question is no, level 5 is the selected identification. If the answer is yes, continue

to the next decision point.

Examples

Coronet Industries: yes, GE controls (RCA affiliate)

Employers Reinsurance: yes

NBC: yes

Step 2: Commitment

Is GE committed to the affiliate as a business in the future? Is there a strategy for the affiliate that is growth or maintenance oriented? If there is no commitment, then level 5 is selected. If a commitment exits, continue to the next decision point.

Examples

Coronet Industries: no commitment (carpet company is not a fit)

Employers Reinsurance: yes

NBC: yes

Step 3: Image Value of Industry

Is the image of the industry that the affiliate competes in generally perceived to be dynamic and innovative? GE wants to associate itself most prominently with affiliates that are in these types of industries.*

Examples

Employers Reinsurance: low image value of

financial services

NBC: high image value of entertainment

Step 4: Performance Expectations

How well is GE expected to perform in the industry of the affiliate company? That is, what are the general expectations for an industry category held by business decision makers and consumers—not the expectations regarding a specific GE business or those held by its customers?

It is not in the companion document for prospective affiliates,

342, Acquired Affiliates Name & Trademark Practices.

Research* shows that

• GE enjoys high performance expectations in the following industries:

-electrical (lighting, appliances)

-high technology (factory automation, jet engines)

-computer-related service

-consumer electronics (video, audio)

• GE has lower performance expectations in

-financial services

-entertainment (radio/TV, broadcasting, motion pictures, publishing)

Examples

Employers Reinsurance: poor expectations of GE

NBC: poor expectations

Step 5: Equity of Existing Identity

Is the equity of the affiliate’s existing name and logo strong or weak? The answer to this question can be derived from existing research conducted by the affiliate or management judgment on how well known and valuable the existing identity is in the marketplace. Is awareness of the name and logo high? Is the name associated with a leadership position because of product and service quality? What is the professional reputation of employees? What is the R&D stature?

Examples

Employers Reinsurance: strong equity

NBC: strong equity

Step 6: Impact on GE

What is the impact on GE when the affiliate is associated with the parent company? Is the impact positive or neutral? Does the affiliate help GE in the marketplace, or is the affiliate’s association of little consequence? If impact is positive or neutral, then follow the positive/neutral branch. If the affiliate might have an adverse impact

on GE for any variety of commercial, public relations, or political reasons, then follow the negative branch.

Examples

Employers Reinsurance: has positive or neutral impact

NBC: may have negative impact on GE and NBC, particularly in the area of news reporting

*See “Affiliates Industry Issues Research, 1986” on page 25.

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