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Hasselblad Photographic Equipment Brand


  Hasselblad - focused
May 30, 2005

For over fifty years now, Hasselblad has been producing fine professional camera equipment. It shot to universal brand status when NASA used a Hasselblad in space in 1962; the organization relied on Hasselblad again to capture the first images of man on the moon in 1969.

Actually the story of F.W. Hasselblad & Co. started as a modest trading company in Sweden in 1841. Arvid Viktor

Hasselblad, son of the company’s founder, was an amateur photographer who set up a photographic division. The young Arvid Viktor met George Eastman (who would soon found the Kodak Company) in Britain, and in 1888, Arvid Viktor began importing Eastman’s products to Sweden.

However it wasn’t until during WWII that Hasselblad started the production of camera equipment. The Swedish government wanted to replicate a German aerial surveillance camera for its own use, and approached Hasselblad to take the lead on the project. From then on, the Hasselblad name began its journey to become synonymous with "the utmost in camera reliability and image quality." Hasselblad's understated brand promise is "to help photographers achieve their photographic potential."

In 2002, the Shriro Group—a Hasselblad distributor for the Asian Pacific region—acquired a majority stake of Victor Hasselblad AB. Shriro also acquired Imacon, a Danish digital equipment manufacturer, and merged it with Hasselblad.

Hasselblad - focused The Scandinavian company is now in a good position to bring its name into the digital era. Beyond its capabilities, Hasselblad is very much aware of the value of its brand, and displays a good stewardship of it. A visit to reinforces this conclusion, although the site is little more than an online brochure.

The site does not rank among the highest for its usability. However, the homepage design appears to be an excellent compromise between creativity and usability. On the usability side, the navigation buttons are grouped into a menu on the right hand side, where the visitor would expect them. A touch of creativity can be found on the inside web pages where the site map is used as a navigation menu, an elegant and remarkably efficient solution.

The overall color is gray and products are displayed in black and white. This gives the products a sharper texture than color pictures, but it also enhances the artistic photographs throughout the website. Almost every page is dressed up with a photograph (black and white or color), making the whole site an informal gallery. Under each photo, a link leads to information about the artist and his/her website. It is one of many details that reinforces Hasselblad's brand positioning.

Several remarkable camera producers are very much aware of their brand. Hasselblad is no exception. Its industry is facing a revolution, with the fast penetration of digital technology and new entrants such as Sony. The Swedish company has nevertheless managed to stay focused, while adjusting its value proposition and product offering. Its website is a good reflection of this general marketing effort, and is nicely aligned with the brand positioning.

*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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