"Kodak moments" can eternal?

Keywords: Kodak eternal brand branding brand identify Kodak film is the world's most successful film in one of the brand, but because of the digital imaging products to traditional film-based imaging market "creative destruction", the Kodak Company had to make a passive business transformation. Recent huge losses implied that Kodak is still a lot of work to be done — a fully integrated enterprise in brands, channels and technical resources and advantages is on Kodak transformation. Brand transformation is on Kodak strategic integration of one of the three themes, Kodak will make up for a successful digital brand? traditional images of giant Kodak (Eastman Kodak) announced the end of October 2006 third quarter results, quarterly showed that Kodak Company quarterly loss of $ 3700. This is on Kodak in the digital transformation of the environment under the eighth consecutive quarter of losses. From January 2004 to the present, Kodak has confirmed $ 26 million of restructuring charges, and from 2004 third quarter loss also cumulative duration to 20 million. Kodak also its digital field sales growth expected from 16 per cent to 22 per cent to 10 per cent. The third quarter, Kodak digital field sales 17.9 million on a year-on-year growth of only 1%. We see that although the world's # 1 source for film producers in the field of digital cameras that there had been some development, but the full realization of the digital market, establish the Kodak brand breakthrough in digital domain's influence still need over time. Digital field hobbling in fact, the Kodak Company as early as 1976, developed by digital photography, but in the digital imaging have been stumbled. First of all, Kodak in traditional film market huge investment and global presence into the company turned to digital market a huge burden. Moreover, Kodak's management in the late 1990s has been the transformation as the company's core strategy for promoting. The company's former CEO George · Fischer (George Fisher) had declared that, in 1997, Kodak will realize traditional business and digital business in sales on the fair. But the fact is that the company's management more immersed in traditional film market has both advantages and profits of creation, or even think that promote digital cameras and other products will hurt their traditional business. The Kodak Company determined the strategy to enter the digital market, some shareholders still criticized at the Kodak Company CEO Deng Kaida (Daniel Carp) is in use Kodak Company bet dice digital strategy. In the competition for traditional film market of the battle, Kodak's competitive advantage in the increasingly reflected in market strategy and business models, and related substitute technology development was placed in a secondary position. But in IT in the background of the digital imaging market, key technology competition becomes more intense. Kodak in mid and late 1990s focused on the traditional film market, its digital imaging technology leadership in the field of almost demoralized. Kodak traditional marketing channels, such as the print shops all over the streets of transformation also requires a process. In this way, the Kodak brand will undoubtedly become the strategic integration of pointcuts and engines.