Industry Issues Research, 1986

Performance Expectations of GE Industries

These perceptions are based on responses from general consumer and business samples.

They are not perceptions of a specific GE business or GE customers.

Good/Average

-lighting

-major appliances

-small appliances

-motors

-engineering services

-turbines

-electrical systems

-communication satellites

-computers/computer services

-CAD equipment

-publishing

-factory automation/robotics

-defense space systems

-jet engines

-nuclear

-consumer electronics

-telecommunications

-computer software

-computer timesharing

Poor

-locomotives

-plastics

-credit and loans

-banking

-insurance

-radio/television

-motion picture production

-newspapers/magazines

Image Value of Industries

Industries regarded as having a high image value score highly on the following attributes:

-aggressive

-highly competitive

-dynamic, growing

-innovative

-long-term investment value

-high-technology company

-creative

High Image Value

(dynamic and innovative)

-aerospace

-aircraft engines

-communications

-entertainment

-industrial electronics

-information services

-medical systems

Low Image Value

(lower in dynamism and innovation)

-appliances

-construction engineering

-construction equipment

-financial services

-lighting

-materials

-motors

-turbines

-nuclear services

-transportation

More information on these studies is available from

Manager – GE Identity GE Corporate Marketing 3135 Easton Turnpike

Fairfield, Connecticut 06431

Use the highest level of GE visibility that makes sense for both GE and the acquired affiliate or the U.S. direct-connect business. Consider any potential adverse effects on the GE image that could result, for example, from GE’s association with a particular kind of business or industry or with a country having major political problems.

Use the country name. To the extent legally permitted, the country name should be included in the communicative names of acquired affiliates at naming levels 1 and 2. It is important for the Company to be associated with both the name of the country in which the acquired affiliate operates and the generic name of the acquired affiliate’s business (or the proper name of the acquired affiliate).

For example,

•if an operation represents the total Company or a number of GE businesses, use “GE” plus a country name

•if a government-supplier relationship or a political situation indicates a need for close ties to the country, use “GE” plus a country name

•if an acquired affiliate represents one GE business, use either

-“GE” plus the communicative name of the acquired affiliate

-“GE” plus the communicative name of the acquired affiliate plus the country name

Eliminate organizational terms such as “GmbH,” Ltd.,” and “S.A.R.I.” in the communicative name. Unless required by local national laws, these terms appear only in the legal name, which is used only when required by law.

Consult with your assigned counsel. When naming GE affiliates outside the U.S.A., continue to be guided by your assigned counsel, who will take into account

•current Company policies and procedures

•applicable national laws

These guidelines apply to joint venture affiliates licensed to use the GE name and/or trademarks.

You can help prospective joint venture partners understand GE’s requirements by

•discussing the preferred identification for a proposed joint venture early in negotiations with the other company

To avoid misunderstandings, before negotiating the details of the alliance

-determine the best name and identifier, using this guide

-obtain legal and management approvals as defined in document 123, Trade Names, Trademarks,

& the GE Identity Program

•providing your prospective partners with the excerpt from this document prepared especially for them: document 343, Joint Venture Affiliates Name & Trademark Practices, shown at the left and available from the GE Identity Website or Hotline

Provided GE’s minimum level of ownership is met, as indicated in the column at the left below, any of the uses of the name “GE” and their corresponding graphic identifiers, below, may be selected in response to market considerations.

Note: Before permitting a joint venture affiliate to adopt any name or identifier, obtain the approvals and prepare a trademark license as set forth in document 123, Trade Names, Trademarks & the GE Identity Program.

Option 2

GE and the other company are essentially equal in the marketplace and/or management control. (When the other company is dominant, the sequence of marks

is reversed.)

GE ownership must be

•for the top signature (with the name “GE”), greater than 50%

•for the bottom signature (without the name “GE”), at least 34%

eFANUC

GE Fanuc Automation

eFANUC

FactoBots Automation

•Use a graphic signature containing

-joint marks in place of the signature Monogram

-the communicative name of the joint venture Note: To create joint marks, you must follow the guidelines on pages 32 to 35.

•Develop applications according to the guidelines in document 200, Application Standards.

•As an option, only the GE name or trademarks may be used in product branding and marketing applications. See pages 36 to 39.

Option 3

The joint venture name (with neither the

GE name nor the other company’s name in it) should have dominance over the GE name or that of the other company,

at least in some markets.

GE ownership must be at least 34%.

g POWERS

P&G Power Systems

•Use a graphic identifier containing

-the communicative name of the joint venture

(without the name “GE” in it)

- the Monogram and the other company’s mark

•Although not required, applications may be developed by adapting the standards and guidelines of the GE Identity Program, using the graphic identifier in place of a graphic signature.

•As an option, only the GE name or trademarks may be used in product branding and marketing applications. See pages 36 to 39.