The OEM has partnered with CAA-GBG Global Brand Management Group to “expand” its “worldwide brand licensing programme”.
In a press release, Kodak revealed that the partnership with “the world’s largest brand management company” came through CAA-GBG’s TLC division, which will “develop a long-term brand extension strategy for Kodak focused on the audio-visual, technology, and communication sectors”. Key markets for the partnership are set to include North America, Latin America, Asia and “specifically, India, where TLC sees strong growth opportunities”.
Kodak aims to “partner with technology and lifestyle businesses to expand the iconic brand’s global consumer footprint”, leveraging its “world-class R&D capabilities and a broad portfolio of products”, and TLC will in turn “leverage its long-standing relationships with leading manufacturers and its growing network of 24 international offices to secure significant partnerships for the programme”.
Famous clients of TLC’s include Coca-Cola, Jeep and other “prominent lifestyle brands and entertainment companies”, while Kodak’s Motion Picture Film was said to continue to “thrive in the movie business”, being used in recent Hollywood productions including Jason Bourne, The Hateful Eight and Batman v Superman: Dawn of Justice.
Daniel Avener, Senior Vice President of TLC, commented:: “We are truly excited to be a part of this next phase of Kodak’s brand development. TLC is uniquely positioned to leverage Kodak’s iconic brand status for future generations of consumers and professionals across the globe.”
Brian Cruz, Vice President and General Manager of Kodak’s Consumer Products Group, added: “We look forward to working with TLC to maximize the value of the Kodak brand across a broad range of consumer products. We know that there is huge potential to grow the Kodak brand through our licensing business, and TLC is the right partner to help us grasp these opportunities.”