CFM International is a 50-50 joint company of Snecma Moteurs, France and General Electric Company, U.S.A. CFM is a leading producer of aircraft engines for commercial and military aircraft. CFM holds 83% of the market for engines on short/medium-haul market. In 2009, we conducted a comprehensive global brand equity study for them. We followed this with one-on-one interviews with key industry executives regarding current and anticipated industry issues. We surveyed airline CEO’s, appraisers, bankers, lessors, cargo companies and MROs including everyone from procurement and finance people to fleet managers and company executives. CFM used this research to refine its marketing strategies and to inform its next generation aircraft engine initiatives, which have very long-term implications for CFM.