Eastman Kodak Co. on Tuesday said it has appointed CAA-GBG Global Brand Management Group to expand Kodak’s worldwide brand licensing program.
CAA-GBG is the world’s largest brand management company, Kodak said. CAA-GBG’s TLC division will develop a long-term brand extension strategy for Kodak focused on the audio-visual, technology and communication sectors.
Key markets for brand licensing development include North America, Latin America, Asia and, specifically, India, where TLC sees strong growth opportunities, officials said. Kodak plans to partner with technology and lifestyle businesses to expand the brand’s global consumer footprint.
With operations globally, TLC’s clients range from Coca-Cola Co. to artist Jennifer Lopez. In 2014, TLC was acquired by Global Brands Group Holding Ltd. and is part of a joint venture with entertainment and sports company Creative Artists Agency, forming CAA-GBG.
“We look forward to working with TLC to maximize the value of the Kodak brand across a broad range of consumer products,” said Brian Cruz, vice president and general manager of Kodak’s consumer products group. “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.”
Kodak’s long history in photography has made it one of the most widely recognized and trusted brands in the world.
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