Two days before the Wall Street Journal reported Kodak may have to file for bankruptcy in the coming weeks, James R. Gregory, CEO of branding and market research firm CoreBrand, predicted that Kodak would “disappear” as a brand in 2012.
CoreBrand conducts 8,000 phone surveys of business leaders every year, and asks them about the corporate reputations of 800 companies in 49 industries. Participants are asked to rate brands based on favorability, overall reputation, perception of management, and investment potential.
