GE - Billy Blue Communication Design

II. Third-party license
review factors,
continued
D. Relationship between GE (including
its business components and affiliates) and
• the proposed licensee
Currently, are the proposed licensee and
GE engaged in a significant business relationship?
If so, what is the extent and
quality of that relationship?
• GE’s existing or prospective customers, business
partners, or other licensees
How would the relationship between GE
and the proposed licensee affect existing or
prospective relationships with the customers,
business partners, or licensees of your
specific business? of all other GE businesses?
E. Conflicts
Does the proposed license conflict with any
other existing or proposed GE trademark
license? Will the proposed license conflict
with the product line extension or business
scope expansion of other GE businesses?
F. For products or services never marketed under
the GE brand, the suitability (fit) of the GE brand
to the proposed products or services
Are the attributes of the GE brand—its core
promise, set of appealing values, and unique
personality as defined in GE Identity Program
document 150, The GE Brand —appropriate
for the proposed products or services as
clearly shown by market research?
G.For products or services currently manufactured
or sourced by GE and marketed under the
GE brand, the significant economic benefits of
a licensing model
What are the significant economic benefits
of changing from a manufacturing or sourcing
model to a licensing model? What is the
probability that those benefits will be realized?
Appendix D:
Third Parties Licensing Procedure,
continued
123.21
H. Quality plan for
• the product or service, replacement parts,
and repair and customer services
To ensure high quality in the proposed
product or service, replacement parts, and
repair and customer services, what controls
will be implemented? What resources and
expertise are required? What are the form
and frequency of the quality inspections?
What is the cost of the quality plan?
• the marketing strategy and campaign and
associated marketing materials
To ensure high quality in the marketing
materials used to promote the proposed
product or service, what controls will be
implemented? What resources and expertise
are required? What training is required?
What are the form and frequency of the
quality inspections? What is the cost of the
quality plan?
GE Identity Program 123, Trade Names, Trademarks, & the GE Identity Program GE Identity Website: www.ge.com/identity