Brand and Marketing Management

Brand and Marketing Management
Manage and protect the integrity of your brand.
Kodak’s marketing and brand management solutions help manage brand assets and content creation by providing a single source of approved content as well as automated workflows that enforce corporate processes, prevent oversights and ensure regulatory compliance. Kodak's Brand Protection Services and Solutions protect your brand against threats such as black market and grey market activity, product tampering, trademark infringement and counterfeiting.

Products & Services

Multi-channel Communications Managed Print Services Signage Services Marketing Workflow and Asset Management Solutions Brand Protection Solutions Support & Professional Services

Applications

Business Process Management Marketing Asset Creation and Deployment Brand Protection Packaging Content Design Private Label Management Campaign Management Strategies

Business Challenges & Opportunities

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New Revenue Opportunities

In today’s global marketplace, companies are in a continuous and never ending battle to protect their brands from counterfeiters and product diverters who seek to capitalize on successful reputations. Billions of dollars are lost every year to black market, gray market, product tampering, patent infringement and trademark infringement. Counterfeiting and product diversion is a growing problem impeding innovation, international trade, government regulations and business growth.

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Marketing Asset Management

The transition to a multi-channel media world requires the need for marketers to maintain brand control across all channels and customer touch points. The increased number of brands, decision makers, locations and the need to market faster, results in complicated workflows that put huge strains on marketing teams. The rise in media channels and messages leads to additional risks in compliancy and regulations, especially when ad-hoc processes are used. Pressure to increase ROI of marketing investments, results in a need for greater ability for tracking and measurability across the entire marketing mix. Inefficient sharing and reuse of assets further adds to the complexity challenging service providers to create more viable solutions.

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Packaging Design Development

Packaging is no longer a static medium, but is becoming more dynamic. The need to more effectively reach narrower target audiences increases the complexity of managing package development and execution. Regulatory pressures are not only growing, but vary by product category and region with pressures to increase speed to market. Lengthy review and approval cycles and the demand for more work with fewer resources further adds to the complexity.

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Industry Trends

Keep up on the latest industry trends.

Brand Protection

Brand piracy is a growing global concern with almost every successful product being copied and diverted. Technology and the ease/speed of access to information makes counterfeiting easier every day. Profit margins for selling counterfeit products are huge, providing large free cash flow that can be used to grow and expand the operations. Customers and business applications are increasingly demanding authenticity of information and data/content.

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Marketing Asset Management

The proliferation of media channels, such as tablets and smartphones, generates more sophisticated and informed consumers by growing their access to brands. Mobile devices are being integrated in the communication mix creating opportunities for marketers to get closer to the consumer utilizing effective cross-media strategies while maintaining brand consistency and messaging.

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Packaging Design Development

There is a growing demand for packaging. Younger consumers and key world markets are demanding convenience and more cost-effective smaller-size packages. Aging consumers desire packaging convenience with easier to read and to open packages. Private label brands are showing significant growth enabling retailers to effectively compete against CPGs. With the in-flux of data-driven and analytic capabilities, flexible manufacturing and automation tools, marketers are able to use packaging to more effectively target consumers than ever before.

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