Contents

• Introduction 2
• Consumer Based Brand Equity 2
• Brand Value Chain Concept 3
• Background of Kodak 4
• Revitalization Strategy 6
• Conclusion 7
• References 8

Description

Organizations can continue with higher sales volume and profit margins by establishing its brand successfully in the market. Organizations can have a strong market position by creating positive brand equity, which is the positive value the brand provides the consumers derived from their knowledge, experience and perceptions. Consumer-based brand equity and brand chain value concept enables the organizations to analyze the brand awareness, performance and the value it adds to the consumers and organization by considering the different factors, which affect the process. Using these two concepts the report discusses on what led Kodak’s brand to fail and recommends strategies to overcome the issues it has in sustaining the brand in the market.