Kodak
Brand Strategy
Yi Chun Lin GR 604 OL1: The Nature of Identity Erin Canoy Spring 2020
“You Press the Button, We Do the Rest”
Contents
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About Kodak
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Competitors
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Timeline
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Audience Profiles
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New Brand Soul
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Keywords
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New Brand Mission
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Sources
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Repositioning Statement
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About Kodak Kodak provides packaging, functional printing, graphic communications and professional services for businesses around the world. Its main business segments are Print Systems, Enterprise Inkjet Systems, Micro 3D Printing and Packaging, Software and Solutions, and Consumer and Film. It is best known for photographic film products. After being founded by George Eastman in 1888 with its made-up name—Eastman was a huge fan of the letter k—Kodak became so dominant in photography that by 1976, 85% of all film cameras and 90% of all film sold in the US was Kodak. But after a century of dominance, Kodak’s business crumbled and it was forced to declare bankruptcy in 2012.
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New brand soul
Record every important memory.
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New brand mission
Our mission is to help people share and save important moments in their life. 13
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Repositioning Statement Kodak’s value is to record important memories. The traditional camera industry is our solid foundation. We have produced countless classic products, creating a glorious history of cameras in the past. Now we aim to help people retain their memories and important moments, and strengthen connections to build more human and cultural emotions from them. With our technology, store memories will be more convenient. We will build a new way to and make sharing experiences more meaningful in digital form.
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Competitors
Current
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Ancillary
Future
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Audience Profiles Allen Wilder
Passionate at life Occupation: Traveler Age: 26 Gender: Male Location: San Francisco, USA Marital Status: Single • Allen loves to travel and share travel stories. • He is passionate at life and loves to record the memorable moment in life. • He always sands postcards to his friends while he travels to a new place. • In addition to beautiful scenes, he believes that travel is more about the connection with people.
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Riley Lu
Fashion Modle Occupation: Model / YouTuber Age: 19 Gender: Female Location: New York City, USA Marital Status: Has a boyfriend • Riley is passionate at fashion and works in the fashion industry. • She is very fashionable and her style is very unique. • To record the fashion shows she participated in, she set up an YouTube channel and uplord her working vlogs. • She also like to share her experiences about beauty and makup on her YouTube channel.
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Brett Milner
Foodie
Occupation: Banker Age: 50 Gender: Male Location: Chicago, USA Marital Status: Married, no kid • Brett is a foodie, he likes to go to restaurants in his free time. • He likes to read books than to watch television. • He also has an interest in cooking and researches new dishes. • He likes to record the process of cooking with video. • He is planeing to creat a Facebook fan page for his hobby, so that he can share it with more people.
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Mieko Sahashi
City Observer Occupation: Artist Age: 29 Gender: Female Location: Tokyo, Japan Marital Status: Married, no kid • Mieko work in art industry in Tokyo and loves this city very much. • Both mieko and her husband love music, sometimes they go to concerts in free time. • She likes to observe people, buildings, and culture in the city. • Rather than popular things, she prefers to find the cultural features hidden in the city. • She likes to write down the things she saw at her notebook, such as the exhibition she have attended, or the movie she have watched. She likes the feeling of record life.
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Nathalie Mcknight
Creative designer Occupation: Designer Age: 22 Gender: Female Location: Los Angeles, USA Marital Status: No kids • Nathalie is a visual designer. • She likes to visit different countries and loves to try new things, not afraid of failure. • She thinks that trying new things and meeting different people and can border her vision and has more inspirations. • She always has a lot of ideas, she writes down those ideas in her phone immediately while something inspires her. • The ideas she collect help her a lot on works.
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Frank Kellner
Active dad
Occupation: Engineer / Blogger Age: 38 Gender: Male Location: Houston, USA Marital Status: Married, 2 kids • Frank has tow adorable kids and a lovely wife. • He always busy at work, so he really cherishes the time with his family. • He hopes that the child’s growing process can be fully recorded as a memorial. • To record children’s growth, he writes down their daily life on his blog. • He wants to spread happiness to people with his articles and videos.
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Keywords
Daring Share Humanity
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Brand Grid
Past
KODAK
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Brand Grid
Future
KODAK
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Keyword
Share
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Keyword
Daring
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Keyword
Humanity
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Sorces
Sorces
https://www.pinterest.com/ https://unsplash.com/ https://www.kodak.com/US/
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