Polaroid the company was named after the inexpensive polarizing film developed by founder Edwin Land back in 1929. Over the years it became an iconic brand name associated with easy-to-use cameras and instant photos. After the company went bankrupt in the early 2000s, the brand name was sold off to a holdings company, which began licensing the name to third parties.
Up until now, the brand name has been used for mostly photography-related products, but that’s set to change: Polaroid has partnered with British retail chain Asda — owned by Wal-Mart — to branch into other electronics, including televisions and media players. The gadgets will hit store Asda shelves by the end of the month.
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