Unify, Simplify: How Leica Maintains Its Brilliant Photography Brand

Leica uses various brand elements to identify its brand and enhance their brand awareness. Leica uses brand elements to communicate with their customers and to build relationship between them. Brand elements help Leica to stand out in relation to its competitors. First of all, Leica brand name provide clarity and simplicity, which establish its position in the market. Leica choose memorable, meaningful, and likable brand name to enhance its brand recognition and reinforce its associations. Kan Carbone, the Co-Founder and Chief Creative Director of the Carbone Smolan Agency, states in his article “Unify, Simplify, Amplify: How Leica Maintains Its Brilliant Photography Brand” that he asked professional photographers about what comes to their …show more content…
Their credibility is related to their stability and their special products design. Leica has an unmistakable design language, where they use the color white, light yet organic lines, and typical sweeping curves.
Leica uses a combination of fonts to distinct their visual presence from others. Leica uses the font “Leicana” by Giambattista Bodoni for their headlines. This font is highly elegant serif font, which was modified especially for Leica. As for the body text, Leica uses a modern sans-serif font, which called “Univers”. Adrian Fruitiger designed this font with a technical character “Univers” font completes the “Leicana” font. Tahoma is another font, which Leica use for texts that are read on …show more content…
Leica Cameras are considered a status symbol between celebrities, and it is obvious that Leica camera is the favorite accessory for Hollywood actors. (Williams, 2012) In normal cases brands use character to advertise their self but in this case celebrities are using Leica cameras to show their high-class status. Alex Williams, a writer in the new york times, states in his article “click if you afford it”, “For stars seeking to prove that they are more than just a pretty face, the allure is obvious. Perhaps no camera says, “I’m serious” like a Leica range finder” which proves that Leica camera is associated with craftsmanship and precision. (Williams, 2012) Although Leica price is very high, it is still considered as premium brand. Its high price is related to its functional value; in Leica they follow the concept of pay more, get more. Unlike traditional marketing strategies, in Leica they use selective communication channels to communicate with their customer. Leica targets talented people, and whoever can benefit from it