The Value of a Brand
The Value of a Brand
Kodak announces Chapter 11
Friday, January 20, 2012
The slowly melting ice cube that is Kodak has announced plans for a Chapter 11 filing. While unfortunate, many call consider this too little too late. Their approach over the last 15 years has slowly eroded market share and valuation, while also diluting their once iconic brand.
You may consider their product management, or their supply chain issues and reasons for the decline, but from a marketers perspective, their most valuable assert was consistently ignored and assaulted by poor planning. Ad Age has a wonderful write up today discussing the plummet from the 4th most valuable brand to a company who’s only worth is the wallet (some 1,100) of patents still held.
Over the years, Kodak produced a variety of products that may have contributed to the erosion of the brands. While plain-paper copiers, instant cameras, videocassette recorder and cameras, floppy disks, batteries, and ink-jet printers may have been tangential to their core, they did not produce much profit.