I would think for a lay person, it would be Sony or Olympus. Sony is well known due to other products, and I see people actually recognizing Olympus for mid-range point-n-shoot and water proof models. Kodak has been only doing cheap models that are not sticking out so I think their brand is losing out from the public's mind. Many people would only remember the film days when Kodak is mentioned. Fuji has not been pushing too much consumer point-n-shoot, other than their low end waterproof models, so I don't think the lay consumer would think them highly either.