Why the Kodak Brand Can Live Past a Kodak Bankruptcy

CNNMoney has an interesting article on how the Kodak brand will likely survive even if the company itself declares bankruptcy:

Many potential buyers are also weighing the value of Kodak’s brand-name since there’s been a lot of talk that it may consider filing for bankruptcy. For now the company plans to restructure out of court.

Kodak’s brand name (not its patents) could easily generate more than double Polaroid’s sales price, said Jamie Salter, the CEO of Authentic Brands. “There are a lot of categories that Kodak could attach its name to. People would feel very comfortable using Kodak paper,” said Salter.

Like Polaroid, Kodak has brand cache all over the world offering potential buyers the opportunity to tap global markets.

The Polaroid brand name sold for $88 million in 2009 after Polaroid the company declared bankruptcy in 2008.

Why bankruptcy isn’t a brand killer [CNNMoney]

Image credit: Kodak Tri-X Pan 400 by Rubin 110

  • Anonymous

    I think it would be a lovely idea if you featured this clip from Mad Men [1960s], following the demise of Kodak. Enjoy.

  • Moogle

    Tri-x 400… that’s my first film when i started photography! Still have a few rolls around..

  • Ralph Hightower

    In the CNN article, it said that people are comfortable buying Kodak paper.

    I hope that Kodak film survives. I still shoot film. Locally, I can buy Kodak Gold 200, 400 or 800, and their C-41 black and white, BW400CN. Anything else, Ektar, Portra, slide, or their traditional black and white film, I have to order from one of the giant photography stores.

    Thanks Samcornwell for sharing that Mad Men youtube clip.

  • Eddie

    we all know how good the polaroid stuff is now. there has been a ton of junk marketed under the brand.
    hopefully if they get broken up someone buys the film business to keep it alive

  • Alan Dove

    Ilford and Fuji have both proven that the film business is still profitable, just not at the levels it once was. The former underwent bankruptcy, then the brand revived and resumed making outstanding emulsions. The latter restructured and set up a modestly profitable film subsidiary, while refocusing the rest of the company as a fully modern digital imaging powerhouse. Kodak obviously blew the chance to follow the Fuji model, but if they go the way of Ilford I (and probably a lot of other eccentrics) will be quite happy to keep buying those little yellow boxes.