Kodak: The Rebirth of an Iconic Brand
Following its re-emergence from bankruptcy protection in 2014, the marketing team at Kodak has been charged with tripling brand value with consumers, with little marketing budget. The case focuses on the strategies used by senior Kodak marketers Steven Overman and Dany Atkins to leverage the brand’s heritage for innovation and creativity with existing and new audiences. With few resources other than heritage, Overman and Atkins have focused on making Kodak ‘cool’ through partnerships with a range of brands targeting younger users while also reinforcing the brand’s historic links with the motion picture industry and benefitting from the so-called ‘analog revival’. The case explores issues of cultural branding, focusing on how relevance can be built through connections to crowd cultures, communities and other brands to build a platform for growth and revitalization.
Keywords: branding; Brand ＆ product management; brand heritage; cultural branding; Brands and Branding; Marketing Strategy; Demographics;
Citation:
Keinan, Anat, Giana M. Eckhardt, and Michael B. Beverland. "Kodak: The Rebirth of an Iconic Brand." Harvard Business School Case 519-051, December 2018. View Details