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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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Linda Gao

Professor Schweitzer

Writing Studio, Friday 1:30 pm

October 19, 2018

Branding Review of Fujifilm X-T2

Fujifilm, a Japanese digital camera company, is known for the user experience when handling their cameras. Their brand statement is “At Fujifilm, we are continuously innovating — creating new technologies, products and services that inspire and excite people everywhere. Our goal is to empower the potential and expand the horizons of tomorrow's businesses and lifestyles.”

The Fujifilm X-T2 camera follows X-T1, the original model. When it comes to choosing the brand, it is important to consider its predecessor's brand and the company brand as a whole. With the release of the newer model, distinct improvements were made in an attempt to distinguish the X-T2 from the X-T1 and other cameras Fujifilm has put out before. Considering its price point, specification advancements, and marketing efforts, the X-T2 positions itself to catch the attention of an audience with more refined knowledge and skill of photography, while maintaining a user-friendly look and feel to retain its base consumer. This review will examine if the marketing and branding efforts of the X-T2 to draw in its target consumer by evaluating how it compares to the brand of the X-T1, to the company brand statement, and finally through a detailed look at the design and specs of the X-T2 itself.  

The X-T1 received two honors at the EISA awards in 2014, but what made consumers fall in love with this camera was its design, usability, and its viewfinder capabilities. The design and usability are two features that work hand-in-hand, and the X-T1 was built to give photographers great control over its features. The camera became a loved item of those photographers wanting to capture great still-image photos. This is what the brand of the X-T1 was made from, and the designers of its newest model understood that. The X-T2 bears a striking resemblance for this exact reason. By building from its predecessor's brand the X-T2 has drawn in those customers looking to upgrade due to the missing features from the X-T1, without having to look elsewhere. This aspect of the design has helped the X-T2 market towards amateur and enthusiast photographers, while also providing a welcoming feel for professionals. This is a major part of the brand and works towards the benefit of the X-T2 because at is base model price ($1600), though expensive, its usability and design are convincing enough to appease Fujifilm's diverse target audience. However, the X-T2 is not an exact replica of the X-T1 and the improvements made, speak volumes to the brand statement of the company.

The key words in Fujifilm's brand statement that are evident in the release of the X-T2 are innovation and creation of new products and services. Though from a design point the X-T2 is similar to the X-T1, its improvements hold true to the brand statement. The X-T2 not only sets itself apart from the first model, it also breaks free from the mold that most consumers have put Fujifilm products in. It truly does empower the potential of the product and expand the horizon for the Fujifilm brand. The X-T2 pushes the envelope and intends to bring in a new target audience of photography professionals.

To do this, it is important to take a detailed look at the design and specs of the X-T2. The improved design now allows for the camera's ISO dial and shutter speed dial to reach stops higher than the previous model. The X-T2 also includes an AF point selector button which makes the feature automatic. Designers gave the camera a second SD card slot, and both slots support high speed UHS II standards. It was also given a USB 3.0 jack and an HDMI output that supports 4K output. It is better equipped to handle adverse weather conditions, making it more durable. Finally, and possibly most importantly, it now records in UltraHD and produces 4K video playback. All of these aspects play together to improve the brand of this product. Now, the X-T2 is not just a user-friendly camera for enthusiasts wanting to pick up photography. These features elevate the camera into the realm of professional DSLRs, and in doing so, expanding their target market without leaving behind their normal customers as well.

This is not just an assumption either, as the marketing efforts make clear that Fujifilm wants to reach out to both audiences. In one of their official ad videos, there is an intense focus on the improved specs of the camera. The video takes almost a modernist approach in presenting the X-T2 with black backgrounds and a focus on the camera in the hands of the photographer. It shows how it can be used in various situations and emphasizes the quality of its images and photos. Also, it highlights the numerous lens add-ons speaking to the professional market. Fujifilm is making a statement in this video, letting the world know that they are more than they appear. Their other video takes a different route to demonstrate performance and is obviously geared towards the less technically savvy customer. In this promotional video there are long video shots of different settings with serene singing in to fill the ambient noise. The video focuses on the quality, primarily, of the camera's video capacity. The stunning colors and imagery successfully makes the everyday individual want to have a camera that performs so well. This marketing aspect of the branding accomplishes what it sets out to do, which is to convince consumers on both ends of the spectrum to invest in the X-T2.

After really reviewing this camera, which has always caught my personal interest, I was pleasantly surprised at its capabilities. By taking the time to analyze its brand presence, my interest to was taken to another level. The X-T2 succeed has a brand presence that is enticing to the casual photographer and the professional. By building on and improving the brand of the X-T1, staying true to Fujifilm's brand statement, and establishing itself as an appealing option to diverse consumers, the X-T2 found a near perfect balance in design and functionality to successfully appeal to both target audiences. seems to have created an effective brand presence.

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