GE - Billy Blue Communication Design

Appendix D:
Third Parties Licensing Procedure
I. General A. Any third party must be licensed in writing B. Before any such trademark license is granted
before using the Monogram and GE graphic to a third party, obtain
system to identify the GE brand of products
• preliminary approval from both
and services. The trademark license must be
- Corporate Trademark Counsel
based on model agreements available from
- President of GE Licensing
Corporate Trademark Counsel, which
• final approval from the Chairman or
• state that GE has control over the quality
his delegate
of the products or services authorized
to use the primary GE trademarks and
GE graphic system
• stipulate payment of compensation
Approval will be granted only when a compelling
case is made for licensing the third
party and after a thorough evaluation of the
third-party license review factors, which follow.
II. Third-party license
review factors
A. Revenue
Is significant annual royalty income to GE projected
from the proposed license agreement?
Is the royalty rate commensurate with the
stature of the GE brand? Guidelines on revenue
and royalty thresholds are available from
GE Licensing and Corporate Trademark
Counsel.
B. Health and safety risks of the prospective licensee’s
• product or service
Is the product or service inherently risky?
What are the consequences of product misuse
or failure? Are environmental, regulatory,
or compliance issues associated with
the use of the proposed product or service?
• manufacturing process
Is the manufacturing process inherently
risky? What are the consequences of misuse
or failure of the manufacturing process?
Are child labor, environmental, regulatory,
or compliance issues associated with the
proposed licensee’s manufacturing process?
GE Identity Program 123, Trade Names, Trademarks, & the GE Identity Program GE Identity Website: www.ge.com/identity
123.20
In exceptional circumstances, certain third
parties may be licensed to use the primary
GE trademarks and GE graphic system only to
identify the GE brand of products and services,
according to these guidelines.
C. Reputation of the
• proposed licensee
Is the size and reputation of the proposed
licensee significant in its industry category
as shown by specific market research? in
the general business community? Is the
proposed licensee well known for its highquality
products and services, customer
service, and innovation as shown by specific
market research?
• proposed licensee’s industry category
Would association of the GE brand with the
industry product or service category have a
positive, neutral, or negative effect on the
GE brand?
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