Success Stories: GE Digital Cameras
Delivering on the Brand Promise
The very first GE product, the electric light bulb, revolutionized every aspect of the world in which we live. GE has built upon that technological marvel with innovations in areas such as imaging systems, high performance materials, and of course, lighting. These innovations have contributed to the brand’s global reputation for Leadership, Technology, and Dependability. Developing a line of GE‐branded cameras was a natural extension of the GE brand’s rich history and powerful equity.
An extensive market research campaign conducted by EMI confirmed that the GE brand resonated with digital camera consumers because the brand exemplifies innovation and technological leadership. Following their prospecting efforts, EMI identified a digital camera licensee that was able to bring to market a high‐quality line of cameras that not only delivered on the GE brand promise, but further enhanced the GE brand value.