Kodak is a brand that has experienced laudable success at the peak of its industry, as well as narrowly escaping complete failure and bankruptcy. How did the brand perception play a role through these transitions?
A company’s outward perception is of course a highly important factor in a consumer’s decision to choose one brand over another. Any affirmative (or negative) reactions come as a result of several key aspects, which contextualise the brand for the public. The objective is to elevate the brand perception to reach maximum potential in the (often flooded) marketplace.
The most effective brand perceptions occur instantaneously within an onlooker – they require the least amount of analysis to determine what is being offered, and whether that product or service is the one for them. The goal with any branding project is to swing this perception as far to the instantaneous positive reaction as possible.
Kodak is a company that has been extremely successful in its time, growing its brand to iconic status in the heyday of the film industry during the 1970’s and 80’s. Every camera user from amateurs to professionals knew and recognised Kodak’s saturated gold colour, and the iconic red ‘K’. The brand was an exemplar of the instantaneous positive reaction amongst its demographic.