Kodak’s Brand Development Strategies and How the Company Can Remain as a Global Brand

Kodak Brand Audit and Repositioning Recommendations
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Kodak Brand Audit and Repositioning Recommendations
Executive Summary
In 2012, when Kodak filed for bankruptcy, its future as a global brand was bleak. However, the organization has survived through a change of strategy that involved a shift in products and services combined with innovation, pricing, and promotion strategies. It continues to produce competitive products in the printing and publishing industry.
Given the dynamic nature of the market, consumer behavior, and technological development, and the emergence of issues such as climate change and global warming, Kodak may struggle to remain sustainable in the near future. A key way of avoiding this is through the repositioning of its brand.
The current analysis recommends that since Kodak is already a global brand name, its status can be retained if the organization is actively involved in social change. The issue of environmental conservation, in particular, is a core problem in the printing and publishing industry. By aligning its brand to a key social issue, Kodak can retain its former global brand status.
Introduction
In January 2012, with $5.1 billion in assets against $6.75 billion in liabilities, Kodak filed Chapter 11 bankruptcy protection. This came following a decade-long burden of pension costs and delays in embracing the then-emerging digital technology. Within a decade, Kodak went from being a global brand with over 200,000 employees globally into a bankrupt organization in need of a new strategy and rebranding. Today, while Kodak still exits, the current business strategy focuses on motion picture and print products, including materials and chemicals (Kodak, 2021). With the advancement in technology and changes in consumer behavior and business environment, Kodak may have opportunities to re-establish its brand and, once again, enjoy the status it held two decades ago. The current paper is a brand audit of Kodak and a list of recommendations that can help the organization retain its historical global status and influence.
Objective and Scope of Brand Audit
The purpose of the current paper is to examine Kodak’s current and past brand development strategies and determine how the company can remain competitive today as a global brand. In essence, the paper will investigate Kodak's sources of brand equity and how they can be leveraged and improved in the current and future market environments. Therefore, the key objective is to develop and brand audit of Kodak to assist in brand repositioning. The brand audit results combined with current and emerging market trends in the industry will shape some of the recommendations that Kodak can implement to remain competitive. Branding is a marketing process in which an organization creates a unique image of its products or services in the mind of the consumer with a focus on retaining customer loyalty. Branding helps consumers to understand why an organization is different and what it offers. Thus, the scope of the current project encompasses a brief history of Kodak, an analysis of the current brand against current and emerging competitio...