To GE or not to GE

How to name your Business Units?

Large corporate groups always struggle with their Business Unit naming. Over time, they evolve from one brand to many different brands and back again.

Last autumn, GE announced its plans to become three independent, publicly traded companies focused on healthcare, energy and aviation.

Each company will retain the familiar GE name and the company's famous Monogram logo, which dates back to founder Thomas Edison. GE's healthcare business will become GE HealthCare in early 2023; GE's portfolio of various energy-related businesses will reappear as GE Vernova in early 2024; GE Aerospace will become the name of GE's aviation business. Pending further legal approvals.

Discover our cases how we tackled these issues at Arvesta, Milcobel, Etex & Aliaxis and CLdN.