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1.05
Brand Architecture: Understanding the Architecture
There are four levels of the GE Brand architecture. They work together
to communicate clearly the GE Brand, Business, and off er to the
customer.
Level 1
Level 1 is the GE Brand itself. "GE" must appear in every GE branded
application and communication.
Level 2
Level 2 defi nes the specifi c Market providing the communication or
off er. The use of the Market name is optional and should be confi rmed
with your marketing leader. Please refer to the listing of GE's Markets in
Section 1.02.
Note There are only 5 Markets that 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 do exist but
Corporate approval is required.
Market names always appear in English. Do not translate a Market
name into a local language.
Level 3
Level 3 states the specifi c Business within the Market. This level
consists of one of GE's 29 Business entities as listed in Section 1.03. Use
of the Business name is optional and should be confi rmed with your
Business leader. It is acceptable to use both the Market name and the
Business name together.
Business names always appear in English. Do not translate a
Business name into a local language.
Level 4
Level 4 contains the Solution Platform and/or elements that describe,
defi ne, or illustrate the Solution Platform, product, technology, key
account or geographic region. The Solution Platform is the off er to
the customer. Solution Platforms and elements are optional and may
be translated into local languages. Level 4 can be used whenever a
Market and/or Business name is present. Elements can be introduced
only when a Solution Platform is being communicated.
In direct response eff orts sometimes sub-businesses, sub-brands or
product solutions must be prominently positioned as the leading brand
to maintain or drive results. See next page for guidelines on conveying
sub-businesses, sub-brands and other product solutions within the
Level 4 architecture for DR communications.
Direct Response Communications
Version 2.0
Page 12
Level 1
Level 2
Brand
Market
GE Commercial Finance
Level 3
Corporate Financial Services
Business
Change.
Change.
Change.
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Can you handle it?
Can you handle it?
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Level 4
Solution Platform
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