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Brand Audit — Hasselblad
Sparke sexybull
11 min read · Jan 25
EDIB7010- Assignment 3 by Stephen Parke
In order to comprehend brand audit practically, I have adopted the case
study approach in the brand “Hasselblad”.
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Hasselblad is dedicated to producing cameras that reflect the company’s beliefs, “Create To Inspire.”
Brand Introduction
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Hasselblad has dedicated itself to producing cameras that uphold our
philosophy, “Create To Inspire,” since 1941. Over the course of 80 years,
Hasselblad cameras have been present to document some of the most
significant events and people in global history, including the first steps on
the moon (Hasselblad in Space, n.d.) shown in (Fig.1). The brand’s objective is
to keep pushing the limits of image technology. Hasselblad has been
dedicated to provide customers the best camera systems possible so that all
types of creatives can express their creative vision.
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Fig.1 Hasselblad and NASA’s journey together began in 1962 during the Mercury program
Brand Story
Hasselblad is a Swedish company situated in Gothenburg, Sweden that
produces medium format cameras, photographic gear, and image scanners
(Hasselblad History, n.d.). The business first gained popularity for its vintage,
analog, medium-format cameras that had a viewfinder at waist level (Fig.2).
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Fig.2 Hasselblad 500C series medium format camera
1906–1978 THE BEGINNINGS
VICTOR HASSELBLAD — who was born in Gothenburg, Sweden in 1906
(Fig.3), is credited with creating some of the most recognisable cameras in
history. The Hasselblad story begins in 1841, 65 years prior to Victor
Hasselblad’s birth. Fritz Victor Hasselblad, Victor’s great-grandfather,
established the business in Gothenburg, Sweden. The business started
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importing goods including sewing machines and supplies, travel gear, home
goods, and the like. In order to address the demand for photographic
products, F.W. Hasselblad & Co. detached itself from the photography
industry in 1908 and founded a new firm, Hasselblad Fotografiska AB (Victor
Hasselblad, n.d.).
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Fig.3 Mr. Victor Hasselblad
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VICTOR’S FIRST CAMERA
Ross AB, the original name of the company, manufactured the HK-7, the first
camera Victor ever made, in 1941. In order to assist the Swedish Air Force,
the Swedish government requested Victor to replicate an aerial camera that
had been found. Victor launched several of Hasselblad’s most recognisable
cameras throughout his lifetime, including the 1600F, the 1000F, the 500C,
and the 500 EL. Victor also introduced the 1000F, the 500C, and the 500 EL,
Hasselblad’s first consumer camera.
Victor Hasselblad passed away in 1978 at the age of 72. He bequeathed the
Erna and Victor Hasselblad Foundation the majority of his substantial assets
in his bequest. The foundation’s mission is to advance academic study in the
fields of photography and the natural sciences (Victor Hasselblad, n.d.).
The Brand Pyramid
The brand pyramid aid in the clarification of a company’s brand essence, or
the emotional response that customers have grown to anticipate when
interacting with a brand. In this study, I focused on the information given on
the official website and extracted comments from users responses on the
Hasselblad community forum (hasselbladdigitalforum.com — Index, n.d.) to
measure the brand-equity of Hasselblad which shown in (Fig.4), details of
descriptions as follow:
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Fig.4 The Brand Pyramid of Hasselblad cameras
Brand Idea: Hasselblad believes that the ability to emotionally connect with
photographers and produce enduring results is what is meant by design
quality. Hasselblad made the world’s first compact mirrorless digital
medium format camera, which to create a product that would inspire
creators around the world.
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Brand Persona: Hasselblad dedicated to create a high-performance product
with a well-defined personality that would connect to the essence of
Hasselblad. The characteristic has always been a representation of the
warmth, passion, closeness, and love of photography at the heart of the
Hasselblad brand.
Emotional Benefits: A dedication to excellence and attention to detail,
together with feelings of professionalism and the pursuit of high quality in
the Arts with a strong emotional connection.
Functional Benefits: The seamless integration of form and function is a key
component of the Hasselblad System’s design’s aesthetic appeal, the sense of
stability, comfort, and security. Users are offered the best image quality
along with simplicity and convenience of access.
Features & Attributes: Hasselblad cameras’ systems upheld the accuracy of
manufacturing procedures, the handicraft with minute details that demand
the highest level of concentration, flawlessness, longevity, and the finest
quality of a precious medium format camera.
The Hasselblad Masters
One of the most prominent professional photography competitions in the
world, the Hasselblad Masters offers both established photographers and
aspiring newcomers the chance to make their imprint on the industry.
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The brand associations have been proved by the Hasselblad Masters
program, particularly at the level of brand idea, brand persona, emotional
benefits and features and attributes.
The Hasselblad Masters is one of the world’s most prestigious professional photographic competitions
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Brand Inventory
Aaker (1991) and Keller (1993) provided the most significant and well-known
works on brand equity. They claimed that brands are the most valuable asset
for managers and highlighted the significance of building strong brands
with strong brand equity to affect customer loyalty.
The design philosophy of Hasselblad— The ability to emotionally connect
with photographers and produce enduring products is referred to as design
quality. In this connection, every one of Hasselblad’s most recent cameras
comes stamped with a “Handmade in Sweden” (Hasselblad’s Home Episode 1,
n.d.).
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“Handmade in Sweden”
The statement of Hasselblad — “Create To Inspire” Hasselblad is determined
to provide photographers throughout the world the best medium format
camera equipment they need to capture their artistic vision.
Hasselblad’s Products Systems — The Hasselblad products’ systems
classified in three major categories, including the X system, the V system
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and the H system shown in (Fig.5) X System. (n.d.).
https://www.hasselblad.com/x-system/.
Fig.5 The Hasselblad products’ systems
With the X system development, the brand has a distinguished reputation
and many well-known admirers thanks to its cameras, which have enormous
medium format sensors with absurdly high resolution — 50 megapixels on
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the X2D (Fig.6), but there’s now a 100-megapixel H6D and a multi-exposure
400-megapixel camera now, too. (Fig.7)
Fig.6 X2D-100 megapixel
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Fig.7 The X2D 100C captures life in brilliant colour and superb detail with a 100-megapixel medium format
back-side illuminated (BSI) CMOS sensor with a native ISO of 64. The 16-bit colour depth may depict more
than 281 trillion colours. The X2D 100C can catch the fine details of highlights and shadows as they appear in
the natural world because to its enormous colour depth and 15 stops of the dynamic range. (X2D 100C —
Hasselblad, n.d.)
On the other line of V system, the 907X camera body (Fig.8) and the CFV II
50C digital back form a system that connects all of Hasselblad’s past camera
models. With the upgraded CFV II 50C coupled to a vintage Hasselblad V
System camera, you can combine the past and present. (907X & CFV II 50C,
n.d.)
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Fig.8 The 907X is the smallest medium format camera body ever made by Hasselblad, weighing in at just
200g. It is also designed to seamlessly integrate with the CFV II 50C to create the incredibly small 907X 50C
digital mirrorless medium format camera.
Regarding the updated platform, the H system (Fig.9) can generate excellent
outcomes. It allows photographs get depth and tone accuracy from
Hasselblad’s Natural Colour Solution when paired with 16-bit colour
definition. (H6D-100c, n.d.)
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Fig.9 Wide angle lenses can be used with their widest field of view because to the new 100MP CMOS sensor,
which is over 50% larger than the 50MP alternative.
According to my research, Hasselblad sells fewer than 10,000 cameras
annually, thus the company’s warehouse serves as the “factory” floor where
all the various components are assembled and put through rigorous quality
and durability testing. The length of each Hasselblad camera has to be
within 0.02mm of its specification, which is thinner than the width of a
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human hair. This is because tolerances for quantifiable defects are
extremely low (Savov, 2018).
The shutter mechanism in most cameras resembles a curtain that falls in
front of the sensor and is opened when you want to take a picture. With
Hasselblad, the shutter is built into the lens rather than the body, which is
different from other manufacturers. This shutter (Fig.10), which is designed
to resemble an aperture and has eight fiber blades, provides less vibration
than the standard system and enables photographers to sync their flash up to
a significantly faster speed (1/2,000 of a second), which is a very special
function among other camera’s brands for flash photography.
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Fig.10 The shutter testing apparatus shown above operates each component through many hundred opening
and shutting cycles. The worker involved in the process primarily serves as a supervisor since the testing is
almost fully automated.
Hasselblad claims to produce colours that are more accurate to real life than
any other manufacturer, and it does have its own colour profile, but
ultimately, the business claims that it all depends on how much time is spent
on fine-tuning that calibration (Fig.11). Others appear reluctant or unable to
match the amount of time that Hasselblad invests on that (Savov, 2018).
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Fig.11 Sony is the manufacturer of each of these sensors. Everyone utilizes Sony sensors, as Hasselblad puts it,
“because you have to.”
A camera body is neatly filed away with a signed release from the person
who inspected it once it has been assembled and has passed the initial round
of testing and checks. (Fig.12)
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Fig.12 Hasselblad mostly obtains printed circuit boards, scraps of metal, and plastic from foreign
manufacturers. Even the Sony sensors, which are widely used across the picture business, are adjusted and
changed to the point where Hasselblad may claim originality for their performance.
Brand Exploratory
Review of the research from numerous websites, including Instagram, the
Hasselblad user forum, the official Hasselblad website, and other pertinent
internet pages. The fact that the target audiences are favourably engaged
with the brand essence and that the brand resonates with its target audience,
as evidenced by its devoted customers, is significant.
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Customer knowledge: Since its founding in 1941, Swedish camera maker
Hasselblad has had the prestigious market position of being the industry
leader in medium format imaging for professional photographers.
Hasselblad’s reputation reached a new level in 1969 when astronaut Neil
Armstrong used the Hasselblad 500C camera to capture the first photos of
the moon. The core values of perfection, creativity, and reliability in
Hasselblad gained a lot of respect from the imaging industry and developed
strong brand associations.
Brand Equity: Hasselblad has long been renowned for manufacturing the
world’s best high-end medium format camera for professional
photographers worldwide. Hasselblad has effectively transitioned into the
market for luxury digital cameras throughout the paradigm shift from filmbased to digital imaging. For decades, the Hasselblad was recognised as the
most excellence, creativity, inspiration and innovative brand, it is a camera
legend which absolutely cannot be disputed. The “Hasselblad Masters”
which featured exceptional and varied photography by artists from around
the world has enhanced the brand’s reputation in the professional imagery
industry. The implementation of strategic partnership with Sony
Corporation and the minority stake investment by the DJI (Global market
leader in aerial drone) has provided addition financial resources to
Hasselblad and could possibly leverage the brand to expand its imaging
products further to next level.
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Customer-based Brand Equity
According to an additional assertion made by Keller (1993) is that brand
knowledge is essential to creating CBBE (Customer-based Brand Equity),
which consists of brand awareness and brand image.
Based on the theory and the research study from users forum and my own
experience as a loyal customer of Hasselblad (Hasselblad, 2023), I have
breakdown the Hasselblad CBBE pyramid in the following and shown in
Fig.6.
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Fig.6 The CBBE of Hasselblad
Salience: The Brand identity & Customer Awareness are highly recognised as
the most excellence, creativity, inspiration and innovative brand.
Performance: The brand has an excelsior performance with its high-end
mirrorless digital capture and high resolution sensors, handcrafted medium
format cameras go through rigorous development, testing, and production
procedures.
Image: The brand has a legendary image with its classic and uniqueness of
appearance and the art of a masterpiece in classic heritage.
Judgement: The Hasselblad is superiority. It is the most expensive camera in
the world. Superior quality, excellence, simplicity and innovative design.
Feelings: The brand’s professionalism has emotionally connected with its
customers who pursue the ultimate and details in quality. The customers
obtained the feelings in combination of art and perfection.
Resonance: The Ultimate recognition of Hasselblad’s core values of
perfection, creativity, and reliability which gained a lot of respect from the
imaging industry and developed strong brand associations with its extremely
loyal customers.
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Recommendations for Improvement
In reviewing the Hasselblad brand audit, it has a significant brand equity
which consist a strong brand awareness and brand image. However, I have
the following five recommendations.
1. The brand may be a touch dated overall, therefore it needs to provide
fresh components to draw in new clients and get into the market of
young consumers.
2. The brand’s market positioning is quite narrow, so increasing the
customer base is important to draw in amateur customers.
3. Products might need to be more broadly available, the scope may be
too limited, and the prices may need to be lowered.
4. Maintain the professional and high-quality path, but need to do more
to the accessibility of education, for instance, inviting educational
institutions to promote and collaborate to make the brand more
accessible to young professional users.
5. In order to fully utilize the capabilities of the X, V, and H systems, the
brand might need to routinely upgrade the stabilisation mode and the
system of firmware.
Critical Reflections:
Working on this brand audit assignment allowed me to review one of my
favourite brands, Hasselblad, from the past to the present, and I was able to
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learn some insightful knowledge. In truth, I genuinely understood that every
brand has its own set of brand promises, values, and beliefs. Extending the
link and loyalty between clients and the brand image itself would be of the
utmost importance.
Furthermore, throughout the audit process, I learned more and clarified the
topic of brand and design. My understanding of brand knowledge, brand
equity and the brand pyramid has been bolstered and solidified. From the
relevant literature review, I have greatly improved my understanding of and
application of the theory and practice of brand awareness and customerbased brand equity.
The key learning objective I met was the workflow of the brand audit
process. Additionally, I observed that there is a strong connection between
all of the earlier assignments’ branding, communication, and design
implementation processes; this visualisation of the overall concept from
communications to observation, production to consumption, and the
significance of brand identity, functional and emotional associations, brand
development, and brand management.
References:
Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the value of a
brand name, The Free Press, New York, United States.
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Aaker, D. A. (1996). Building strong brands. New York: The Free Press.
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customerbased brand equity”, Journal of Marketing, Vol. 57, №1, pp. 1–22.
Keller, K.L. (2001), “Building customer-based brand equity: Building
customer-based brand equity”, Marketing Science Institute, Vol. 10 , №2, pp.
3–38.
Hasselblad History. (n.d.). https://www.hasselblad.com/about/history/
Hasselblad in Space. (n.d.).
https://www.hasselblad.com/about/history/hasselblad-in-space/
Victor Hasselblad. (n.d.). https://www.hasselblad.com/about/history/victorhasselblad/
Hasselblad Masters Volume 7: Enlighten. (n.d.).
https://www.hasselblad.com/inspiration/masters/2021/hasselblad-mastersvolume-7-enlighten/
Savov, V. (2018, February 6). This is how the world’s most covetable cameras get
made. The Verge. https://www.theverge.com/2018/2/6/16977522/hasselbladcamera-factory-tour
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Image sources:
https://cdn.hasselblad.com/hasselbladcom/1e23cccb4359be060320aeb5e459fe6e274e337b_67_vicke_halsmann_2.jp
ghttps://cdn.hasselblad.com/hasselblad-com/63ce4ff2-4c3d-4a2c-852d49000ff8230c_hasselblad+logo+negative.jpg?
auto=format&q=97https://cdn.hasselblad.com/6bc708fef266a48fc0783f77ca34
5e438ab476ac_history_aldrin_apollo_11.jpg
https://cdn.vox-cdn.com/thumbor/vJmcFras__ZErMTl_pu2Ae4fEU=/0x0:2040x1360/1320x0/filters:focal(0x0:2040x1360):no_upscale()/cdn.voxcdn.com/uploads/chorus_asset/file/10160603/vsavov_171213_2285_0014.jpg
https://cdn.hasselblad.com/f/77891/1800x1349/6edf8292c0/production0110_x1800.jpg, https://www.hasselblad.com/
https://cdn.hasselblad.com/f/77891/1800x1349/a35c1222bf/production0168_x1800.jpg, https://www.hasselblad.com/
https://cdn.hasselblad.com/f/77891/1280x640/e233711803/buy-now.png,
https://www.hasselblad.com/
https://cdn.hasselblad.com/b4d492c8-8cc3-4d5b-b809779f44da9a8f_b5ee9faef0fda1b2cba9104c5a3c39a3eb136533_hbl_h6d_siderig
ht_005_white.jpg, https://www.hasselblad.com/
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https://cdn.hasselblad.com/f/77891/3000x2250/c0e74c08b3/907x-xcd38vright.jpg, https://www.hasselblad.com/
https://cdn.voxcdn.com/thumbor/bTJD3hAT8glbsowtsRMT938xza0=/0x0:2040x1360/1320x0/
filters:focal(0x0:2040x1360):no_upscale()/cdn.voxcdn.com/uploads/chorus_asset/file/10160635/vsavov_171213_2285_0020.jpg
https://cdn.voxcdn.com/thumbor/aReMiYPIwcTkIU7nWiz7dXx0q9s=/0x0:2040x1360/1320x0/
filters:focal(0x0:2040x1360):no_upscale()/cdn.voxcdn.com/uploads/chorus_asset/file/10160577/vsavov_171213_2285_0003.jpg
Unlisted
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