GE Defends Its Brand While Expanding Aerospace Ambitions
Aug/26/2025
On August 26, General Electric lodged an opposition against DeepGoals LLC’s 'GEPURE' trademark, arguing that the prefix 'GE' could create confusion with its own marks, including GE and GE Healthcare. The move reflects GE’s continued vigilance in protecting a century-old brand even as it pivots strategically. Just weeks earlier, on August 14, the conglomerate filed 'GE Aerospace' for manufacturing and technical support services in advanced ceramic composites used in satellites, rockets, and aircraft engines—an emblem of its growing focus on aviation. That sector has been the company’s brightest spot, helping lift revenues to $68 billion in 2023 despite prolonged weakness in its power division. GE, once synonymous with diversified industrial might, is now reshaping itself around aerospace and energy, even as its total assets have steadily declined to $123 billion in 2024. The twin filings show a company both guarding its legacy trademarks and staking claims in technologies it hopes will define its future.
