Kodak licenses its brand to new camera maker

kodak brand

The next time you buy a Kodak camera, it might be in name only: the Rochester company, now in bankruptcy/reorganization, has licensed its logo to an unknown manufacturer that will brand a slate of new models later this year.

While Kodak says “the JK Imaging team has global experience and expertise in the industry,” the new company is not exactly a household name in the photography business — which of course is why it might benefit from using the iconic yellow and red logo. “Kodak remains a strong and trustworthy brand in the consumer space and this agreement reinforces how valuable our brand is,” the company says.

JK Imaging agrees “there is great significance and value in the Kodak name.”

Kodak announced its plan to exit the digital camera business last year — and started off this one with a multi-year agreement that lets JK Imaging license the Kodak brand name for certain consumer products, including digital cameras, pocket video cameras, and portable projectors.

JK Imaging, Ltd. reports its is a privately held company headquartered in Los Angeles, Calif. It is run by the chairman of JA Capital Holdings, which says it is “a global supplier specializing in consumer imaging and electronics products.”

JK Imaging plans to launch its first products in the second quarter of 2013.

At a news conference in China, JK reportedly announced plans to market a mirrorless interchangeable lens camera with the Kodak brand.

Photo Counter Australia investigates more on the deal here.