B2B marketing focuses on industrial innovation and large revenue, while building a reliable brand that increases stock value. GE's new branding of "imagination at work" was a good change from the previous slogan, as it aligns with GE's goal of innovation. The branding changes like "Ecomagination" and "Healthcare Re-Imagination" successfully changed perceptions of GE's diverse business areas. Immelt has transformed GE's approach to risky innovation through increased R&D spending in areas like renewable energy. Going forward, GE's brand strategy could focus on eco-friendly and ayurvedic products under a tagline of "moving towards nature".

1. GENERAL ELECTRIC- B2B BRANDING

2. INTRO TO THE CASE - GE

3. Question 1
• Discuss the importance of B2B marketing and a
strong B2B brand. How does it differ from
consumer marketing?

4. Answer 1
• B2B MARKETING:
▫ Acceptability towards technical innovations.
▫ Industrial improvement.
▫ Large scale of revenue.
B2B BRAND
▫ reliability.
▫ Acceptability of new product.
▫ Increase in stock value.

5. Question 2
• Did Jeff Immelt and Beth Comstock do the right
things by dropping “we bring good things to life”
for “imagination at work”? Why or why not?

6. Answer 2
• Yes
• The company was incorporated with the idea to
innovate things to serve the needs people.
• Jack Welch used Red Ocean Strategy, so for
further growth Blue Ocean Strategy was
required.

7. Question 3
• Has “Imagination at work,” “Ecomagination,”
and “Healthcare Re-Imagination” changed GE’s
brand? If so, how? Is it a good change or not?

8. Answer 3
• Yes it has changed.
• Company was into 11 different business where as
people were aware of only 2 of them.
• As per the USA today’s ad track- after the
campaign consumers were convinced about the
new GE.
• And it is a good change.

9. Question 4
• Can Immelt transform GE’s approach of
innovation (risky, unknown areas like fuel cells,
solar energy, hydrogen storage, and
nanotechnology) versus past strategies of
improvement of current technologies?

10. Answer 4
• Yes Immelt can transform GE’s approach.
• The R&D was increased to $2.3 billion in 2003.
since then their has been a continuous increase.
• Company was initially formed with the same
idea.

11. Question 5
• What should Henson do next for GE’s brand
strategy?

12. Answer 5
• Since their concept Ecomaganition which
concerns eco-friendly product and services.
• Health-care they can do R&D on ayurvedic
products.
• Their tag-line can be ‘moving towards nature’.