Ferrari logo adds US$10,000 to the price of Hasselblad H4D

Just how much value does Ferrari's logo add to a product? Hasselblad's latest announcement seems to answer that and we're not sure if it reflects well on either brand. The EUR13,995 (US$18,531) Hasselblad H4D is the flagship product of the best known medium format imaging marque and has been purchased by tens of thousands of the world's elite photographers because it delivers digital SLR functionality with extraordinary imaging quality. Now the company has announced two identical cameras that don't come in silvery grey. For an extra EUR1000 (US$1324), you can have one of a limited run of 100 stainless steel H4Ds. There's also a Ferrari Limited Edition camera which is identical except for a carbon fiber display case, its Ferrari "rosso fuoco" color, and the unmistakable Yellow Prancing Horse Racing Shield. Hasselblad will make 499 units of the limited edition camera, selling them for EUR21,499 (US$28,473.61). That's US$9,938 more than an identical product – a premium of more than 50% extra for the display case … and the logo.

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