GE Energy Brand Architecture

Manager Overview

GE Energy

204/11/23

Current State …• As an Energy Infrastructure business we don’t have a consistent go-

to-market strategy across the organization

• We default to our internal organizing structure to communicate who we are and what we do for customers

• Leads to confusion……sub-optimizes our ability to sell across the portfolio and achieve higher levels of growth

=• Customer segments

• How customers purchase

• How we want to sell

GE

Energy

Oil & GasPower & Water Energy

Services

Equipment Services

Consumables

ServicesSolutions

Equipment

Services

304/11/23

The Opportunity…To take advantage of being a leading brand

• GE brand is consistently ranked near the top of all global brands

• Tie brand to an elevated thought leadership position

To increase our competitive differentiation and own a market

space

• No other competitor can claim “ownership” of our category

• No competitor has an asset this powerful (next nearest is Siemens at $8B)

To sell the entire portfolio

• Raise awareness of key business areas, capabilities, and solution platforms

• Tie our strong brand to bigger cross portfolio issues vs. products / services alone

To accelerate growth in emerging markets

• Leverage GE in emerging and growth markets where the brand is not as strong

404/11/23

What’s Required…

Make a long-term commitment to a go-to-market strategy

Leverage the GE brand / capitalize on our brand

scale

Clarify the breadth of our portfolio for existing and

emerging customers

Make things intuitive for customers, governments

and stakeholders

Communicate what we are today AND what we want to

be in the future

504/11/23

• The balance of the portfolio is shifting:

• Need a brand structure that gives the most strategic offers the best shot at thriving in the market

• Need to give visibility to key offerings, especially in growth markets

Equipment Equipment Services Technology Cross BU

Leverage the GE brand• Customers consider only “GE” as the brand

• The strength of our brand puts us into customers’ considering set

• Need intuitive structure to influence government policy

Highly diversified offers/multi-dimensionalProducts/One dimensional

Portfolio diversity is key to overcoming energy challenges

604/11/23

Simplifying the BrandMaster brand GE

Sector Energy

Businesses Oil & Gas Power & Water Energy Services

Solutions

•Drilling & Production

•Refinery & Petrochemical

•LNG & Pipeline

•Industrial Power Generation

• Pipeline Solutions

•Global Services

• Gas Turbines

• Steam Turbines

• Generators

• Aeroderivative Gas Turbines

• Gas Engines

• Cleaner Coal

• Gasification

• Solar Technologies

• Renewables

• Power Generation

• Water & Process Technologies

•Transmission & Distribution

•Optimization & Control

•Environmental Services

•Parts & Repair

•Contractual Services

•Power Services

•Industrial

704/11/23

Simplifying the Brand• Infrastructure not intuitive

descriptor … customer validated

• Simplifies breadth of portfolio … drives “Energy” equity

• Flexible … allows for long-term investment

• Does not overly disrupt commercial activity

Cycling & peak power solutions ……

Image

Oil & Gas Power & Water Energy Services

GE Energy

Integrated Compressor Line ……

GE Oil & Gas

Image

Co-generation solutions ……

GE Power & Water

Image

Co-generation solutions ……

GE Energy Services

Image

Cross Portfolio offerings Single Biz offerings

Reinforces portfolio clarity

804/11/23

Architecture• Communications

that address multiple P&Ls will use GE Energy

• Communications that address individual P&Ls may use an endorsed business name

• Only approved solution platforms may be used

• The default choice is

GE Energy

• With every communication piece, consider audience, shelf life, and business cross-over

GE Energy businesses

GE Energy

GE Energy Services GE Oil & Gas GE Power & Water

GE Energy GE Energy Services

GE Oil & Gas

GE Power & Water

GE Energy ServicesOptimization & Control

GE Oil & GasPipeline Solutions

GE Power & WaterGasification

Use the overall business name for multiple P&L communications

Use the appropriate P&L name for business-specific communications

Use the appropriate P&L name with a solution platform for offerings

904/11/23

Solution Platforms• These lists represent

the approved solution platforms within each of the three GE Energy businesses

• GE Energy solution platforms follow the overall GE brand expression. This includes typography, color palette, visual style, and layout formats

• GE Hitachi represents nuclear solution platform

• Solution platforms are optional

GE Power & WaterGas Turbines

Steam Turbines

Generators

Aeroderivative Gas Turbines

Gas Engines

Cleaner Coal

Gasification

Wind Energy

Solar Technologies

Renewable Energy

Power Generation

Water & Process Technologies

GE Energy ServicesTransmission &

Distribution

Optimization and Control

Environmental Services

Parts & Repairs

Contractual Services

Power Services

Industrial

GE Oil & GasDrilling & Production

LNG & Pipeline

Pipeline Solutions

Refinery & Petrochemicals

Industrial Power Generation

Global Services