GE has never done anything for pure brand. GE, for example, does little advertising in China. What GE prefers to do is to introduce itself to the professional world, to existing and potential customers, and to make them understand that "GE" is a good company, and that "GE" is the best and most trustworthy company when it comes to cooperation.
It takes quite a long time for a famous brand to be sorted out. GE has a history of as long as 100 years. But building a well-known brand is not just a matter of time. What is the most important thing to establish a famous brand?
Each of GE's business groups is number one or number two in its industry because GE is most focused on "customer needs". Never before have CUSTOMERS been asking for more and more services, and GE has been able to capitalize on "customer demand." GE's financial services systems, for example, generate up to 40% of its profits from everything from credit-card issuance to insurance, from structured finance to container leasing. At a time when most people still associate GE with manufacturers, GE has reached out to its customers, providing high-quality products as well as value-added services. For example, GE's aircraft engine maintenance without disassembly is to provide customers with the maximum service. Such business also makes GE become a partner from a supplier, expanding its profit margins.
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