1.1 Introduction

Eastman Kodak, commonly named as Kodak. Kodak was founded by inventor George Eastman in 1880. Kodak is an American multinational imaging and photographic equipment, materials and services company headquartered in Rochester, New York, United States. It is a New York Stock Exchange listed company. Kodak operates in over 150 countries, approximately 80,000 employees worldwide. Over the year, Kodak in the image shooting, sharing, output and display areas has been a world leader. One hundred years of helping people retain fond memories, the exchange of important information. 1990s digital technology has been growing up very fast, Kodak cannot follow the market high-speed development, Kodak has filed for bankruptcy protection on January 19, 2012.

The company has the following business areas: Photography - provides digital and traditional products and services for consumers、professionals and cinematographers; Medical imaging - for the health care industry to provide both traditional and digital image acquisition, storage and output products and services; Business Imaging - for business and government to provide image capture, output and storage products and services; Components - for original equipment manufacturers (OEMs) to provide optical components and light-sensitive chip; Display - the design and manufacture the world's leading organic light-emitting diodes body (OLED) displays and other special materials.

2.1 Identity Audit - What areas is it suffering now?

Kodak was developed digital camera technology and use for the aerospace industry in 1976; when 1991, Kodak already has a 1.3 million-pixel digital camera. But by 2000, Kodak's digital products sold only $ 3 billion and the accounting of total revenue only 22% ; 2002 Kodak's digital product rate of only about 25%, while Kodak's competitor Fuji has reached 60%. 100 years ago, Eastman decisively abandoned the speed of the glass plates turned to film technology, forming a great contrast. About 2000-2003 Kodak's report of the sales profits, although Kodak from 2000 to 2003, sales of only a bit of fluctuations, but the sales profit decreased obviously, especially in imaging departments showing a sharp downward trend. The concrete expression: profits from the sale of Kodak's traditional imaging departments from $ 14.3 billion in 2000, dropped to $ 4.18 billion in 2003, down 46%! When the film era into the digital age, the glory of the image Kingdom also seems out of favor with the film, and ceased to exist.

Resulting in Kodak crisis various reasons: First, Kodak's long-term dependence on the relative backwardness of the traditional film sector, while the impact of digital technology for conventional imaging departments, unresponsive. Secondly, the management style is conservative, satisfied with the market share and monopoly position of traditional film products, the lack of forward-looking analysis of the market, there is no timely adjust the focus and sectorial structure of the company's business strategy, decision-making hesitant to miss the opportunity.

(1) A single investment direction, the ship does U-turn
Grasp properly, resulting in a lot of Kodak funds for traditional film factory production line and print shop equipment, low-level simple duplication of investment, for the transition between the existing technology to bring the reality of the profit and new technologies to bring future profits and switching timing squeeze investment in digital technologies and markets, and increases the exit / update costs, the company caught in the "mistakes and hard to change, the dilemma of the ship does U-turn". According to statistics, the end of 2002, the number of Kodak color printing shop in China up to 8000 more than 10 times that of KFC, McDonald's 18 times! These shops cannot provide sufficient profit is becoming a strategic transformation of Kodak's burden.

(2) Decision-makers obsessed with advantages
The traditional industries of the past management of Kodak's origin, such as: current operating system, vice president of Charles Barrentine school chemistry, general manager of digital imaging system in the United States District Cohen studied civil engineering. 49 senior management in seven of origin, chemistry, and only three come from the electronics professional. In particular, market applications and stay ahead of the traditional industry leaders have ignored the continued development of alternative technologies, which lost market leading share of new products. Market share from traditional film and digital imaging products can be seen, Kodak's traditional film technology and products, attachment, and unresponsive to the impact of digital technology and digital effects products, which largely determines the Kodak into growth the inevitable crisis.

(3) short-sighted strategic alliance
Look at Kodak's business strategy, competition and cooperation relationship from the perspective of market competition, short-term market behavior, competitors and collaborators, strategic positioning and strategic role ambiguity. Competitive technology market leader in electronic technology cycles to enter the field of market segments increase, increase in world-class competitors in digital cameras, camera phones, digital printing, experienced in the field of digital printers such as: Fujitsu, Sony, HP, Canon fierce competition, large companies such as Epson. Although Kodak with the opponent a lot of strategic alliances, but the core technology, the formation of strategic alliances, there are few, mostly Services Union. Tool for country, how we can make with others. In fact, management should clearly recognize: Kodak in the past when the boss is relying on film, to cooperate with others also rely on this diamond child, people will stick in your light. Now the digital age, there is no core technology, the business will be in a dangerous state at any time, and everything will be in the past in an instant depreciation. Cooperation is never wishful thinking.

2.2 Set Identity Objectives
Firstly, if I want to set an identity objective, I must to know important that emphasis on constituency response. I think the Kodak Company should transfer their production to be digital cameras. The Kodak Company had filed for bankruptcy protection on 19th January 2012. In its 131 years development history, the Kodak company always as the largest imaging products producer and related services supplier in the world. It has been leader in image capture, share, and output and display technology. But, it has gone bankruptcy now; there are a lot of reasons to worthy of us to think about. We all know the digital cameras existed and make the old cameras weed out quickly. The digital cameras certain bring a revolution in the image world, but the Kodak Company did not transfer their production, so, it was weeded out. Due to these reasons, I think the Kodak Company should transfer their major business in digital cameras and reduce their traditional production produce. Today, we all know the digital cameras is more conversation than the old camera, the constituencies like to pay more attention and money on digital cameras. The Kodak Company still was confident of the traditional business; they do not know what digital camera’s advantage is. Now day, the digital camera has become more and more popular; it does not need the photographic film and more conversation to operate. And with the development of internet, most young people like taking photos to upload on the internet. At this conditional, the old camera can not content their demand and lose their value; the photographic film varies well for nothing. However, the photographic film still as the Kodak company main business.

Secondly, the senior management set the goals. So, the management must have prominent ability and seize the moment. In the past time, the managements of the Kodak Company all are traditional industries origin. For example, the current operating system, the president Charles Barrentine graduate form chemistry. And the general manager of digital imaging system Cohen is from civil engineering etc. only 3 persons are from electronic professional in current 49 senior managers. So, the senior managers do not know what the popular imaging product is. The especial is in the side of marketing applications and lead technologies, the traditional professional managers lead the Kodak Company and they forget develop the replace technology. Then, depending on traditional technologies excessive, it will make the enterprise lose the competing ability.

I think the Kodak Company should improve their senior manager’s major skill, because the objective always set by the senior manager. It is very important for the managers have a keep pace with the times spirit. In the conditional, the digital cameras definitely can help the Kodak Company to continue developing; maybe it can improve the Kodak Company development higher level. The manager control the enterprise future, they must transfer the traditional product at once. And know the digital cameras can bring the Kodak Company more profit. And also the managers should communicate with employees, because the managers and employees need ensure a common goals to effort. Now the manager should let employee know what they need to produce and the firm’s product has transferred.

In sum up, The Kodak Company needs to set an identity objective what invert large money to design the digital cameras. Comparing the other companies, the Kodak Company has many advantages. They own advanced imaging process technology and infrastructure, then, the firm still has many major employees. These factors behind the firm production transfer form and catch the opportunity. So they can design a good digital camera depend on their existing technologies and hardware factors. Therefore, transferring core product is very important for Kodak Company to out of the woods. The digital imaging product is very hot issue in the society; they bring us conversation and high quality of life. It can establish Kodak Company’s own marketing to producing the digital cameras to competing with the companies; this is the best choice for Kodak Company.

2.3Develop design and names

A good logo is very important for a company. It suppose to be close relate to the company's subject also must be simply, it easy for people to remember. Nike is a very good example, only a hooked that is known by most people in the world. Kodak’s product is multinational imaging and photographic equipment, materials and services, between many Commercial competitors, therefore if company want to enter to the competition through the market it should keep the customer confidence. Customer always looking for best product in the market and they find some way to recognize their demand. One way of them is comparison with products of other companies. If the company wants to be successful among its competitors it can reach to its goal by increase the product quality so company need to more advertising to show its product quality and customer service to the public. In advertising part public recognize the company by its name and logo. Why logo is important? Logo can be the fastest and easiest way to familiar with a company's products. Although many companies use a different logo that is not related to their products. Name spelling and logo should be easy to understand. Kodak logo supposes be something related to the photography and digital imaging. Kodak is famous company in the photographic industry that public are familiar with its products so company's focus on demonstrating the quality of the products. Kodak from the beginning until now, has changed almost seven different logos: latest model of logo of Kodak is formed from one of the simplest logos are on the market.
Nowadays Kodak among its competitors is less attention in public. So it should give an enormous development in its products and promotions. It can change the logo and start a new advertising to increase the customers and profit. A change in advertising is one of the ways to create a communication between Kodak and public. Also media can influence in the company's market and display new logo of company in media is an effective way to identify company with new logo. As suggestion, new logo can be in different color according to previous logo and company industry examples like this:

This logo is the name of the company's assertion and the company's product that also helps to the customers in less time fiddling assessment the company.
Reference:
Paul A. Argenti. Identify, image, reputation, and corporate Advertising .Develop Design and Name . chap 4 .pp 67-92. http://www.instantshift.com/2009/01/29/20-corporate-brand-logo-evolution/ 2.4 Develop prototypes
1. Technology Innovation
For many years, the film is almost synonymous with Kodak, Kodak also is the survival of Kodak "satellites." However, in the world with no need film digital technology sprung up, and the scenery of the ship for a century "industry aircraft carrier", feel the huge market competition. Although in China and other developing nations, people still often around the streets to buy CaiKuoDian Kodak film, wash photos, but from the global development trend, more and more people to switch to digital camera, no longer buy film, also no longer needs a large number of flush photos. But what the Kodak’s directs and shareholders choose is that tradition is the first place, figure image is not be pay attention to by the corporation. so the wrong choice lead the corporation to fail place.
What the corporation need choose is that the new technology .Although the new technology is easy to master. The future market is hard to compete. They should know that the innovation is the future. This is because that enterprise innovation ability directly decides the enterprise in the market competition of success or failures. According to the record, in fact, Eastman Kodak also once was the pioneer of digital images. In 1991, Kodak invented the world the first digital camera, 10 years ago has already begun to Hollywood to digital technology risk investment, and a digital image processing in Los Angeles with the related enterprise. So they do not correct grasp the innovation opportunity. But today's fail tell us that we need to innovate. We need to innovate. Just innovate can allow the corporation to live.
So the corporation needs the new technology innovation as a leader to show how a big company strengthen the primitive accumulation of capital and expanding the scale of company and promote the development of the company. So the technology innovation is the most important innovation

2. Management innovation
Today's Kodak what they need is not only technical innovation which can let the corporation lead the trend of The Times but also management innovation Only the comprehensives innovation means can not only bring the accumulation of wealth, but also Stable enterprises, promote the development of the enterprise and expand the market and help competition. It is the best choice for the corporation and suitable for the current environment.

What is the company need to do is job cut. We choose job cut is not only business is pale but also the management mode is too old, and redundancy. So the corporation spending is too waste and hinders the development of the company. In Kodak more personnel than work available shows obviously, so job cut and personnel integration is necessary and we need to perform this task quickly and efficiency. And just finish the work integrated the company can more efficient implement management command and make decisions quickly.

After job cut the company need create a new management model, like the tender feeling the management mode and the combination of institutionalized management mode, and other model. Shortage of resources will be a long-term economic phenomenon, especially capital, energy, raw materials often becomes the enterprise and the development of social economy life. Such as bad management, not only resources will not reasonable use of, and possible bribery and corruption and a series of social economic ills. So we need to use a new management mode to solve the problem and through the new model more system more effective promote internal management and external management. So management innovation is very necessary。

3. Serve innovation, knowledge innovation and mentality innovation.
In yesterday, the Kodak’s problem is that not seek technology innovation, but in today, the original problem has evolve that internal problems and external problems coexist, restrict the development of Kodak. So today Kodak must do is that keep up with the trend of The Times, and innovation to strengthen the internal and external innovation. And the external innovation not only includes management innovation but also include serve innovation, knowledge innovation and mentality innovation.

Serve innovation：The famous IBM in advertising emphasized "IBM is service" is a reflection of the company's emphasis on product service thought. Product service innovation is stressed continuously improve and improve the service level and the service quality, and constantly introduce new services and service measures, tried to let the consumer to obtain the biggest meet or satisfaction. So Kodak can learn from IBM，and to promote the development

Knowledge innovation：the new innovation comes from new knowledge and new idea，the new knowledge and new idea comes from knowledge innovation，so Kodak should pay attention to know innovation to improve employee ideas

Mentality innovation：Eastman Kodak company each enterprise workers, older employees, managers are like a new employees first day to work in the company, to the enterprise all aspects of questions. Remember the first day of work in us, we will ask many questions--why do we do it? --how do we make it happen? -it is the goal of the future -it means what? But we work in the unit of time to grow more, the harder it is to do this. We in the work time to grow more, we asked fewer questions, we also becomes more complacent. Everyone has the problem of exploratory ask more and more to listen closely, so you can understand more profound. Then, we further analysis and study, can certainly find creative ways to solve these problems.

In a word，innovation is future. Innovation is a new thinking, new inventions and new described as conceptual process characteristics, whatever the field of innovation all will promote the development of each field spaces, can promote the growth of the company, strengthen the basic construction and promote the development of superstructure to provide new channels.

2.5 Launch and communicate
In today's society, high-tech already penetrated people's lives in such a competitive world, if the company cannot make out unique, are accepted by the public, with some attractive products, the second Kodak is you. So before the products enter the market .we must try to do best in launch and communicate.

Before beginning, we will analysis approximately declining Kodak. At the beginning of this year, which company has the longest history in cameras used by non-professionals, has told all of this world they are have filed for bankruptcy protection, this is an amazing news. Kodak has a history, 131-years-old, and it’s the first company to make out digital cameras. The company has four business units: the Photography Division, Medical Imaging, Business Imaging and components division. By virtue of its technical advantages, market size, and numerous industry partnerships, Kodak is committed to providing customers with innovative products and services to meet their demand for a wealth of information contained in the image. Kodak's 131 years of history is a microcosm of the world image development of the industry. In 1991, Kodak has a 1.3 million -pixel digital camera, but until 2000, Kodak only has sale to $ 3 billion, accounting for only 22% of its total revenue. This is a very low count. Year by year, Kodak's digital product rate of only about 25%. So in January 19, 2012, Eastman Kodak Company announced that it has filed for bankruptcy protection in New York to fight the tide over the liquidity crisis, to ensure that businesses continue to operate.

Kodak has today, which has told us, before the product face to market launch and communicate really very important. Before us to do launch, we should go out to find the trend about most consumers believe that the best camera is what, how much of weight and size is most appropriate, what kind of film is the most easy to install and use, as well as other might think. This is we need have a good communication with the customers. Clear the pop direction, further discussion with staff, to find the ultimate goal of products, this is with employee communication. After we should think about money, human resources and time, with the constituencies, make out the initial products. By the Kodak has a long history and better credibility, so it has a relatively good consumer groups. We can put the initial products to show with the costumers, which means not put all the markets, just some main places to do test, the tryout Kodak products, and let the majority of consumers to identify, however, we also should be save the important technologies, information about our new products. When finish this, the new problems will come out, that time we should do again to do communication with the employees, customers, and suppliers and so on, check the technology should or should not change better before beside the customers comment, after make out new products ,the improved prototype to pay consumers to try.
On this hand, in launch and communicate, we should be careful important to reduce of info leaking to public before formal introduction and assure constituencies that the change is not only cosmetic, but strategic. Those two points are very important in launch and communicate. If your competitors know your product, then the same product will soon be and before the product is released, if consumers know all the highlights of the product so attractive will be a substantial decline in the market will become well. At that time, which means you will become loser. On the other hand, Change not just the surface, but the strategy when we have do again and again market research and consumer evaluation. Because we want to change internal technical, make the products more fashion, more HD, cheaper than other products price, to meet customers. Advertising, charity, innovation trademarks are decided the key to the success of a commodity. Put a lot of money in adversities, it’s not means you will have good evaluate can catch customers, philanthropy also very important way to promote your product. Over all with those points, launch and communicate are really very important in identity management in action.

2.6 Implement program
After a series of program development series, there comes with the implementation of program. Basically, implementing a plan comes after all the needs are identified and program priorities are established. The implementation of program can take anywhere from a few months to years. Sometimes, resistance against the process of implement the program is unavoidable. Thus, monitoring is necessary and the management of the company must flexible with it. Besides, in order to ensure the consistency across all users, the management must develop identity standards. Sometimes companies need to communicate its new identity program with other firms when they are changing their identity and image. This is to let other firms know that the company is having changes.

As a company is implementing the program, they need to consider these four elements: resource development, program management, marketing and collaboration.
First is the resource development. For each program the available resources need to be assessed and a plan put into place to mobilize those resources or assets. This is one of the most important aspects of planning. Often we under utilize our resources by simply asking “How much money do I have to spend?” Begin by asking a series of questions: “What do I need to get the job done, what are the local assets to get the job done, what are the external resources I need to tap into (University as well as other external resources) and how can I mobilize those to enhance Extension’s efforts?”
Not utilizing all available resources in an appropriate manner results in ineffective programs that do not produce desired outcomes. Spending big money on poorly thought out support materials such as flashy, glitzy handouts or videos without any substantive educational value or information not pertinent to the audience will not produce desired results and will reflect poorly on you as a professional.
Resources are also people, places, knowledge, and things that can be mobilized to make our programs produce the desired outcomes. The available resources vary from community to community. Some of the most effective Extension programs have been conducted in limited resource counties where agents have effectively utilized talents of volunteers, resources of other agencies and capitalized on the assets of their communities.

Secondly is program management. The activities and processes involved in the management of a program can be divided into four categories; human management, task management; fiscal management and risk management.

Human Management is concern about the number of people needed to carry out program activities can vary from a very few to many volunteers. The people or human management component of program management is essential to effective program implementation and requires extensive planning and preparation. However, involving many people in the program leads to a greater impact and an expanded outreach for CES programs. If Extension programs are to effectively involve volunteers, a thorough understanding of the GEMS model of volunteer leadership will provide a comprehensive framework for program implementation.

Task Management: This category of program management refers to the processes involved in actually doing everything you planned to do in the program. Adhering to the time line, meeting due dates for proposals, conducting educational programs and creating supportive educational environments are a part of program implementation. Knowledge and skills in educational theory and methodology, meeting management and organization and planning are essential.

Fiscal Management: The third category of program implementation is the management of fiscal resources. These will vary from program to program. Some may be funded through a grant or gift. Others may be a part of the county budget for Extension programs. In all cases, financial accountability is essential.

Risk Management: The management of risk is an important category for staff to consider when implementing Extension programs. Every precaution should be taken to provide a safe environment for participants, volunteers and colleagues. Youth protection standards and risk management strategies should be strictly adhered to.

Thirdly is marketing. Marketing is creating an awareness of the organization and its programs. Marketing is not something extra and additional to normal programming. Rather, marketing is normal programming. The way in which we deliver educational programs can add to the positive image we want people to have of the Cooperative Extension Service. When planning educational programming, it is important to think in advance about “getting the word out”, publicity, usage of names/logos and web-site resources.

In planning any program, it is recommended that a timeline and goals be established in order to meet program expectations. Be sure to build in enough time to advertise the educational event(s) to clientele, the public and appropriate key decision-makers. Mail-outs, electronic delivery, county web-site, display boards, community room postings and media outlets, etc. are all important sources for delivering programming announcements. It is important to use the recommended guidelines and templates for marketing Extension programs.

All printed materials, exhibits, news releases, etc., prepared and used for the public should contain the proper names marketing logos for consistency. With new technology and resources available, we need to make every effort to have professionally prepared and designed materials using the logos and marketing ideas. Remember, forethought and consideration should be given to portray a professional image both in content and appearance in regards to programming.

The forth is collaboration. Working with other agencies, organizations and groups is a part of the Extension philosophy. Whether coordinating a health fair or serving on an economic development coalition, Extension seeks to bring people together and link resources. The National Network for Collaboration defines collaboration as a process of participation through which people, groups, and organizations work together to achieve desired results. Extension professionals engage in many levels of relationships represented in the following five levels: networking, cooperation, coordination, coalitions, and collaboration. Each level involves a slightly different purpose, structure and process for working together. In every level, people come together because of some commonality, some relationship that is perceived as beneficial to each groups’ purpose or vision.

Program implementation often involves creating the linkages with other individuals, organizations or agencies to more effectively and efficiently address the identified need. However, it should be noted that not all major areas of programming will have local groups interested in addressing the need.