Analyzing Business Markets

Topic

Analyzing Business Markets

Instructions

How has GE unified its various brands under one marketing umbrella (or brand)?

Answer preview

General Electric (GE) has been using the idea of Umbrella marketing and it exhibits all its products under similar name. It is clear that the idea is similar to what some companies such as Colgate Palmolive do. Umbrella position entails the practice of bringing the whole line of goods under a single brand for the purpose of messaging and marketing. The approach has been emphasizing the brand and relies on a uniform visual elements and one brand message. In companies such as General Electric (GE) every product produced by the business organization falls under the umbrella brand irrespective of its association to other products.

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