BRAND STRATEGY
BRAND STRATEGY
BRAND
A rebranding
STRATEGY
project of Kodak
BOOK
Published by Hong(Jessie) Jiang.2020 For the Academy of Art University MA Graphic Design Course GR 604 Nature of Idenity. Spring 2020
Table of Contents
01 02
BRAND OVERVIEW
NEW APPROACH
Brand History
8
Original Brand
10
Timeline
12
Brand Soul
16
Mission Statement
18
Comoetitive Analysis
20
03
NEW VISION
Audience Profiles
24
Old Brand Grid
30
New Brand Grid
32
Repositioning Statement
34
01 BRAND OVERVIEW
Brand History Original Brand Timeline
GR 604
KODAK TRBRANDING PROJECT
Our History
From the company's founding by George Eastman in 1888. Kodak developed and patented the first handheld digital camera in 1975. Kodak declined an opportunity to become the official film of the 1984 Los Angeles Olympics. Although Kodak developed the first handheld digital camera in 1975, the product was dropped for fear it would threaten Kodak's main income. In 2011, despite the turnaround progress, Kodak rapidly used up its cash reserves, stoking fears of bankruptcy. On January 1, 2015, Kodak announced a new five business division structure; Print Systems, Enterprise Inkjet Systems, Micro 3D Printing and Packaging, Software and Solutions, and Consumer and Film.
8
GR 604
KODAK TRBRANDING PROJECT
Original Brand
Brand Soul Help consumers record memories with pictures.
Brand Mission Build a world-class, results-oriented culture providing consumers and customers with many ways to capture, store, process, output, and communicate images and pictures as memories, information, and entertainment to people and machines anywhere, anytime.
10
GR 604
KODAK TRBRANDING PROJECT
Timeline
Kodak introduces the Retina
It was renamed the Eastman Kodak Company in 1892.
Series 35mm Camera.
Eastman Kodak Company of New York was organized.
George Eastman leased the third floor of a building on
1892
The Brownie camera was
introduced, creating a new mass market for photography.
1880
1900 1895
1888 The first model of the Kodak camera appeared.
12
1956
The first pocket Kodak camera, the $5 Pocket Kodak, was introduced.
1963 1935 Kodak introduced
Kodachrome, a color
reversal stock for movie and slide film.
Kodak introduced the
Instamatic camera, an
inexpensive, easy-to-load, point-and-shoot camera.
BRAND STRATEGY BOOK
Kodak released the Kodak Theatre HD Player
The Kodak Professional Digital Camera System the first commercially available digital Kodak introduced the first Kodamatic, instant picture
single-lens reflex (DSLR) camera.
cameras, using a similar film and technology to that of the Polaroid company.
1991
The Kodak EasyShare-One Digital Camera.
2008
2005
1976
2003 1987 Kodak fling camera.
Kodak introduced the Kodak
EasyShare LS633 Digital Camera.
2012 2006 Kodak unveiled the Kodak EasyShare V570 Dual Lens Digital Camera.
Kodak announced that it plans to sell its digital imaging patents for about $525 million to some of the world's biggest technology companies, thus making a step to end bankruptcy.
13
02 New APPROACH
Brand Soul Mission Statement Comoetitive Analysis
GR 604
KODAK TRBRANDING PROJECT
Brand Soul
16
BRAND STRATEGY BOOK
Explore the world with Kodak.
GR 604
KODAK TRBRANDING PROJECT
Mission Statement
18
BRAND STRATEGY BOOK
Help people observe nature, experience different cultures, broaden horizons, and make friends in the exploration of the world.
GR 604
KODAK TRBRANDING PROJECT
Competitive Analysis
Direct Competitors
Olympus Corporation is a Japanese manufacturer of optics and reprography products.
Nikon Corporation , also known just as Nikon, is a Japanese multinational corporation headquartered in Tokyo, Japan, specializing in optics and imaging products.
Contax (stylised as CONTAX in the Kyocera era) began as a camera model in the Zeiss Ikon line in 1932, and later became a brand name.
20
Canon Inc. is a Japanese multinational corporation specializing in the manufacture of imaging and optical products.
BRAND STRATEGY BOOK
Ancillary Competitors
Future Competitors
Huji Cam is a photography app that has been making some noise in the photo editing world because of its ability to “develop” and make your photos look like they were taken using a 90s film camera.
Hopper helps travelers find the cheapest flights possible and can really save you some cash if your dates aren’t set in stone.
Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services.
This app offers access to thousands of hotels, and with its filtering options, you can quickly find the room that best suits your needs.
The original intention of NOMO's design is to help amateur photographers focus on taking pictures themselves, rather than complicated post-grading.
To book home rentals instead of hotels, use the Airbnb app. After entering your destination and dates, you can filter results based on the home type, price, requisite amenities.
21
03 NEW VISION
Audience Profiles Old Brand Grid New Brand Grid New Keywords Mood Boards
GR 604
KODAK TRBRANDING PROJECT
Audience Profiles
Profile 1
Karen is a 35-year-old Travel Youtuber Karen is a youtuber with 200,000 followers. She shares videos of travelling. People like to watch her videos because she will share a lot of travel experience and also bring travel inspiration to everyone. Karen will usually book a homestay on Airbnb, and sometimes book a hotel on Booking. For her, traveling is not only a job, but also a process of exploring the world.
24
BRAND STRATEGY BOOK
Profile 2
David works for a newspaper.
David works for a newspaper. His job is to take pictures for newspapers. He often looking for unobstructed images among a crowd of photographers. He likes to travel with his girlfriend on vacation. Their favorite place is Phuket. They enjoy the life there and can ride around on a motorcycle. David likes to record travel.
25
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KODAK TRBRANDING PROJECT
Audience Profiles
Profile 3
Henry is a 40-year-old journalist
Henry is a journalist. He loves peace. He often goes to Africa to film the news of refugees. He hopes to let people know and help them in this way. He likes to travel to different places when he is not working. He is very adventurous. He also likes skiing and skydiv-ing, he likes to do challenging things.
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BRAND STRATEGY BOOK
Profile 4
Kevin is a 29-year-old Crew photographer Kevin is a crew member. He wears the camera on his body every time he shoots, because he needs to keep the camera balanced and avoid shaking. He travels with his family every year. Travel can promote the feelings between his family. He will plan everything before traveling. He likes to book hotels on Hotel.com and book flights on expedia.
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KODAK TRBRANDING PROJECT
Audience Profiles
Profile 5
Jason is a 29-year-old traveller
Jason is a traveler. He loves to travel, especially to places that people don't go very often. He has been to the arctic and Sahara desert. He was often fascinated by the beauty of nature, and his photographs were often showed in magazines and won many awards. He spends more than half the year on the road.
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BRAND STRATEGY BOOK
Profile6
Ashely is a 25-year-old graphic designer Ashely is a graphic designer. She is from South Korea. She lives with another girl who is both a classmate and a roommate. She can tattoo and will tattoo others in her free time. She enjoys dining and traveling with friends. Her hobby is photography. She likes photographing architecture.
29
GR 604
KODAK TRBRANDING PROJECT
Old Brand Grid
The old brand grid is more affectionate, focusing on recording the goodness in life.
30
BRAND STRATEGY BOOK
Kodak
31
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KODAK TRBRANDING PROJECT
New Brand Grid
The new brand grid shows that the soul of the new Kodak is to explore the world. The pictures show technology, simplicity, and modernity.
32
BRAND STRATEGY BOOK
Kodak
33
GR 604
KODAK TRBRANDING PROJECT
Repositoning Statement
34
BRAND STRATEGY BOOK
Kodak provides a variety of conversation themes and interactive methods, travelers may meet many new friends here. Break the restrictions on tourist attractions and allow travelers to enter local life, including: food, clothing, transportation, social networking, living environment and leisure activities, you can also share travel tips, you can get information from other travelers, easily make your travel plan. In fact, according to the brand spirit of exploring the world, Kodak can provide a lot of help, such as finding travel inspiration, booking hotels and air tickets, and finding people who travel together through Kodak.