Although GE was a top five global brand, it worried that it would never move up from its current position.
Our brand valuation assessment proved otherwise. GE was under leveraging the value and power of the corporate brand across its businesses.
We uncovered that customers voted with their pocketbooks if a product had superior “green” advantages.
Although GE had always had a competitive advantage in green, it had kept it quiet. But because green made sense for customers, business partners, and suppliers, it decided to embrace and endorse its corporate commitment to “making green, green.”
Interbrand helped build the GE ecomagination brand including purchase driver research, business and brand value proposition, name, logo, system, launch, benchmark scorecards, and training.
GE ecomagination is cited as a leading contributor to the 17 percent rise in GE brand value since its launch in 2005.
And now, thanks to GE, we’re all going green. GE has received international acclaim for being a catalyst for the sustainability movement.