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October 07, 2005


Ruth Widmer

KODAK owes their number one spot to their solid brand equity. A warm and fuzzy brand essence, the KODAK name, and their highly recognizable look and feel enabled them to keep pace in a turn-on-its heels analogue to digital marketplace. Strong brand identity is the foundation for customer loyalty. Branding elements maintain perceptions to keep the consumers consuming and the company afloat during challenging times. Why turn to company X when you have a long time friend in Rochester? KODAK needs to tread carefully if they believe they need to reinvent themselves. What will the consumers do when they find out their loyal friend moved without leaving a forwarding address?

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