GE's brand approaches a "golden moment"

Stephen Whiteside

General Electric has been an icon of corporate America for 130 years – but its brand could now be on the brink of a new golden age.

"It is truly a 'golden moment' for our brand, because we have to align as a branded house, as GE, everywhere we go," Linda Boff, the company's executive director/global brand marketing, told delegates at the BrandZ Top 100 Most Valuable Global Brands Round Table event in New York.

The primary impetus behind this shift comes from a major recalibration of the firm's portfolio. Thus far, that effort has involved several high-profile decisions, like offloading the NBC television network to Comcast, seeking to divest most of the assets held by its GE Capital finance arm and an attempt – currently facing regulatory scrutiny – to sell GE Appliances to Electrolux.