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October 16, 2009

Polaroid Branding Naming is Back in the Picture

I've said it before and I'll say it again today, you just can't keep a good brand name down.

Case in point is the resuscitation of Polaroid, whose legendary instant cameras will once again be available to consumers in 2010. Polaroid's new licensee, The Summit Global Group, promises that this will be nothing less than the "re-launch of instant photography [in] both traditional and digital formats."

Polaroid filed for Chapter 11 in December of 2008 and its brand was duly sold off in April. But Austrian businessman Florian Kaps' Impossible Project enabled Polaroid's comeback by relaunching analog instant film after Polaroid quick manufacturing it in June 2008.

Says one Summit executive, "With significant marketing effort being applied to instant photography, both with the re-launch of instant film and through product line expansion of the digital formats we will introduce the Polaroid Brand to younger consumers and ready them for a lifetime of Polaroid experiences."

Incidentally, this all comes after the last batch of Polaroid film passed its "use-by" date on October 9.

Overall, the blogospehere seems to herald this as a good thing. Or as Bitter Wallet puts it, "The world would be a little less colourful without Polaroid, even if you do have to flap it violently back and forth for 90 seconds."

Technorati Tags: Polaroid, Polaroid Rebranding, Instant Film, Polaroid Brand Naming, Company Branding

Posted by William Lozito at October 16, 2009 10:17 AM
Posted to Brand Naming | Branding | Company Naming | Consumer Electronics | Industry | Licensing | Naming

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