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BRAND STRATEGIES 

By Sarit Kumar

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Case Study : The General Electric

Story In 1876 Thomas Edison

founded a commercialresearch laboratory thatwould be the forerunner ofGeneral Electric.

In 1986 the familiar GEname and logo werecreated .

In early advertisement , thename GE was propheticallytermed the "Initial of a

friend," and the promise andtag line of providing "betterliving electrically" wasalready in place

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 The General Electric Story 

A 1916 silent moviecommercial showedcustomers using electricsewing machines, ranges,

coffee makers and toastersin their homes

In 1955, a TV commercialfeatured Ronald and NancyReagan "living better

electrically" by usingmodern appliance .

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General Electric Story 

In 1960s General Electric diversified , it adapted itsturbine expertise to the designand manufacture of jetengines.

In addition , its financialservices business foundedduring the depression tofinance home appliances ,became very large. Light bulbtechnology led tom productssuch as CT scanners

A simple change in sloganhelped to chart a new version"Better living throughtechnology" , became the tagline .

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General Electric Story 

In 1970s , two new themes ---"progress for people" and " progress isour most important product"---emphasized the concept of progressrather than technology .

The increasingly varied businesses of GE created a key brandingissue

GE Aerospace GE Lighting GE information System GE Medical Systems GE Capital Services GE Transportation Systems

GE Electrical Distribution Control. GE plastic. GE Motors. GE Appliances. GE Industrial & Power systems

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Why Brand Identities, Positions and Brand

Executions have to be constantly reviewed?

Their are 5 principle for which Brand Identities,Positions and Brand Executions have to beconstantly reviewed.

The identity/Execution was poorlyconceived 

The Identity /Execution is obsolete 

The identity /Execution Appeals to LimitedMarket 

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 Why Consistency is better?

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 Why is it difficult to maintain consistency?

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 The search for the fountain of youth

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Managing Brand Systems

Towards a system of brands

 Driver’s role 

The endorser’s role 

Strategic Brands

The role of the sub brand

The benefits of branding

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LEVERAGING THE BRAND 

Line extensions

Moving the brand down

Moving the brand up

Brand Extensions Decisions

Creating a range of brands

Co – Branding Brand Audit

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 The Brand Equity 

The Brand Equity Ten

Loyalty Measures

Awareness Measures

Quality Perceptions

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Organizing Brand Building 

Must” imperatives for brand building 

Adapting the organization for brand building 

The role of the agency

Final thoughts – before we part !!