GE - Billy Blue Communication Design

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Similar benefits accrued when GE and Fuji joined
forces to market low-voltage circuit breakers in the
Middle East and Southeast Asia.
“GE has good presence in the Middle East, and Fuji
is strong in Southeast Asia,” says John Riddle, then
of GE-Fuji. “Neither is dominant in its marketplace,
so the alliance made a lot of sense for both parties.”
“Furthermore, this venture allows us to source
where necessary to ride with the ups and downs
of various currencies.”
To designate the alliance, the venture uses a
joint mark combining the Monogram in a square
and the Fuji Electric logo in a rectangle in a graphic
signature. The signature typography contains the
name “GE-Fuji Electric.” This approach capitalizes
on the recognition of both companies in their
respective markets.
GE-Fuji Electric
Capital
Fleet Services
Winning Combinations, continued 341.06
The value of the GE brand is also important
to acquisitions. “GE Capital Fleet Services” is the
communicative name for one of GE Capital’s
wholly owned subsidiaries.
The company is composed of three fleet-leasing
firms—Kerr Fleet Leasing, D&K Financial
Corporation, and Gelco Corporation—acquired
by GE over the past few years.
Fleet Services’ then-President Jim Rogers notes,
“Our communicative name is a powerful asset. It
gives us instant recognition and shows we have the
financial strength of GE behind us.”
For GE Capital Fleet Services, as for GE’s other
new alliances, the use of the GE identity strengthens
its marketing position and improves its competitive
edge.
That puts the value of the brand where it ought to be
—on the bottom line.
GE Identity Program 341, New Businesses Name & Trademark Practices GE Identity Website: www.ge.com/identity