The past hundred years saw the fast growth of GE and the universal recognition of its brand value. It came the forth on the global brands value list, the tenth of B2B brands and most valuable brand (net capital value). As a B2B company, GE enjoys a high brand value with a slim expenditure on advertising.
In China market, however, GE encounters a challenging situation. In US, 88% people know GE. In India, its brand familiarity is also high. Whereas in China, its recognition is next to the last (Malaysia). Another survey indicates that the obvious advantage of GE over its competitors is not shown in China. How to deal with the challenge is the first priority on the agenda of GE's marketing team.
Wang Lili introduced to us the "Six attributes to brand value" model of Northwest University. According to model, brand value is brought out by many aspects. The primary elements include product, price and service. It is summarized as "Better, lower and quicker." As these three are entry level requirements of the companies who aspire to survive cut throat competition and excel in the market, the marketing team should thus work hard to enhance other aspects. First of all is information. The principal mission of marketing is to "Deliver to the right customers the right information at the right time through the right channel". The second is privilege, i.e. the benefit of using the product. Last but not the least, unexpected delights which received increasing attention from global players. Wang Lili exemplifies GE's brand strategies in China with its two major projects in the recent years.
GE has been spending tens of millions of dollars on Olympic sponsorship, aiming at promoting its brand recognition and presenting to the Chinese people a dynamic and progressive company through a series of Olympic themed campaigns. All the promotion messages were packed in the theme with consistency. GE has an extensive net of market distributors. GE designed Olympic-themed interior decoration for the shops of large distributors.
In May 2006, GE launched "Ecomagination" campaigned in the People's Great Hall. The Chinese government has put forward the concept of Green GDP as resource deficiency and environmental crisis have become a global concern. At the position of the leader of the industry, GE is also leading an energy-saving-and-environment friendly revolution. By providing the customers "green" products, it creates additional value for them at the same time, The marketing and branding team of GE has just put Green-themed posters, ads and commercials to the market, announcing the beginning of a trend leading brand campaign.
Wang Lili shared with the audience a real case of GE to illustrate her understanding of IMC (integrated marketing communication) best practice. Her sharp insights into career planning and key elements of success won a stormy applause.
