Brand Extension
Strategists
Case Study
Kodak’s New Vision for an Established Brand

Generations have trusted the Kodak name for quality, reliability and innovation. Products, however, were largely confined to photographic equipment and accessories. And in recent decades, Kodak’s brand, while once ranked in the top 10, had declined. The company sought new products to broaden its brand image and help make the brand more relevant to more consumers.

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Superior Strategy

LMCA created a brand extension licensing program in select product categories where the Kodak brand had strong credibility.

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Smart Ideas

Signet Armorlite, a recent optical spin-off of 3M was identified and engaged by LMCA. While known for its advanced progressive lens technology, Signet Armorlite lacked a consumer brand. Kodak was a perfect match. Signet Armorlite launched a series of Kodak lenses, including Kodak Single Vision Lenses, Kodak Precise Lenses and Unique Progressives.

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Unparalleled Results

Kodak progressive lenses now rank as the #4 best-selling brand in the UK and are consistently in the top ranks worldwide.

There are now approximately 550 Kodak Vision Center Stores in the United Kingdom, Russia, India, Spain and Germany, and more are in South America. With Kodak licensed lenses sold globally, and millions of dollars of advertising and marketing spending by the licensee over 20 years, the Kodak slogan, “Seeing the world through our eyes” has truly been fulfilled.

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Roto Rooter Roto-Rooter® Cleans Up

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Arm & Hammer A Fresh Approach for Arm & Hammer™

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Heifer Sustainable Brand Expansion for Heifer International

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Ford Ford hits the road for outdoor adventure with Eddie Bauer®

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ADA ADA Sinks Its Teeth Into Licensing

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Winchester Winchester® Targets Diversification

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Samsonite Samsonite Travels to New Destinations with a Luxury Fashion Brand

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