In order to give his new product a unique name, Eastman thought for a long time and created a new word that had never existed before - "Kodak". Later he explained: "This name I came up with it myself. 'K' is my favorite letter. It is a catchy letter. But how to make the word start and end with 'K' became a problem after many discussions. After many experiments with letter combinations, the one I finally came up with was 'Kodak.'" Mr. Eastman's choice of Kodak's distinctive yellow trade dress is world-famous and one of the company's most valuable assets.
In June 1888, the small pocket camera "Kodak No. 1" was finally launched on the market. However, the situation was not very good at the beginning. Because it was a new thing, when the camera was first launched on the market, there were almost no People care. Looking at this strange-shaped thing, no one believed that it could take good portraits. After all, traditional photographic equipment has occupied the market for so long. Besides, taking pictures has always been a troublesome thing, and many people are afraid that they don’t have the skills to play with this new gadget.
Faced with this situation, Eastman came up with an ingenious idea. He placed an advertisement in the media: "You just press the button, and we do the rest." The slogan became a household name within a year. Advertising managers and agencies then rushed to implement his ideas, and magazines, newspapers, showcases, and billboards were covered with Kodak slogans.
Kodak products have a place at the World Expo. The "Kodak Girl" wears fashionable clothes, holds a camera that is replaced every year, and shows a charming smile to photographers from all over the world. In 1897, the word "Kodak" glowed in an electric sign in London's Trafalgar Square - one of the first such signs to be used in advertising.
Today, the company's advertising appears around the world, and the "Kodak" trademark, created by Mr. Eastman himself, is almost a household name.
In 1892, Eastman changed the name of the company to "Eastman Kodak" Company. In 1895, Kodak put the pocket camera on the market for $5, which caused a sensation all over the world - the dream of "democratizing" photography technology finally became a reality.