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商品編號： 9-519-051 出版日期： 2018/12/05 作者姓名： Keinan, Anat;Beverland, Michael;Eckhardt, Giana M. 商品類別： Marketing 商品規格： 20p 再版日期： 地域： 產業： 個案年度： 2014 - 2018
商品敘述：
Following its re-emergence from bankruptcy protection in 2014, the marketing team at Kodak has been charged with tripling brand value with consumers, with little marketing budget. The case focuses on the strategies used by senior Kodak marketers Steven Overman and Dany Atkins to leverage the brand''s heritage for innovation and creativity with existing and new audiences. With few resources other than heritage, Overman and Atkins have focused on making Kodak ''cool'' through partnerships with a range of brands targeting younger users while also reinforcing the brand''s historic links with the motion picture industry and benefitting from the so-called ''analog revival''. The case explores issues of cultural branding, focusing on how relevance can be built through connections to crowd cultures, communities and other brands to build a platform for growth and revitalization.
涵蓋領域：
Branding;Marketing;Product management
相關資料：
, (9-519-052), 7p, by Anat Keinan, Giana M. Eckhardt, Michael Beverland
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