02 Intro

12 Publisher's Note

16 Comments
Leica as told by users around the world and the moments they spent with it.

20 Into the Shops

26 Opinions
Jeffrey Hirsch, owner of New York camera shop Photocare

30 Inner Space
Product Scenes? Window displays showcasing Leica's unique identity.
Basic Lineup? Leica's basic lineup encompasses past, present, and future.
Extended Lineup? Models that showcase Leica's confidence and collaborative spirit.

36 VS
Function? What sets Leica apart from other digital and smart companies?

40 Opinions
Film director Park Chan-wook

44 Shops
Independent Dealers? Independent dealers who handle Leica according to their own standards.

50 User Choice
Attachment? Four users with different attachments to Leica.

54 Brand to Brand
Inspiring Media? What Leica Users Say About "Media That Inspires Me"

60 Opinions
British conceptual artist Rolf Sachs

64 The Decisive Moment
Works - Records of the scene left by nine photographers
Tools - The Value of Leica as a Tool
Stories - My philosophy on photography and my approach to the process
Fields - The scene of photographers trying to capture the moment

94 Brand Story
Leica, which started as a microscope manufacturer, has developed its own philosophy and technology.
A story at the pinnacle of the camera industry

104 Partnership
Partners who have influenced Leica in business or culture

106 Timeline
Analysis of the global camera market topography through chronology

108 Recognition
Leica's status as seen in celebrity comments

110 Quotes
Comments from Leica CEO Alfred Schopf

112 Figures
Iconic figures discovered throughout Leica's history

114 From the Editor in Chief
Leica's core values ​​as told by the editor

116 Outro

Magazine is an ad-free monthly publication that introduces one well-balanced brand from around the world each month, discovered through JOH's perspective.
A serious yet readable magazine for everyone interested in brands, from brand executives contemplating new business opportunities to those seeking to develop a sense of branding.

The brand we will be talking about this time is the German camera brand ‘Leica’.
It is a special brand that everyone, from amateurs to professional photographers, wants to own, even though it is an expensive compact camera.
As the film camera era came to an end and the digital camera era began, many photography companies, including Leica, faced difficulties. However, Leica introduced digital technology from Panasonic of Japan and introduced new products, further increasing its value in the digital camera market.
Meanwhile, when Leica released the same product as Panasonic with only slightly different logo and design, there were many people who wanted to buy Leica products even though the price was nearly twice as high.
Looking at it, I was able to once again appreciate the value of the Leica brand.
It must have been no easy feat for Leica, the company that first popularized the portable 35mm camera over 100 years ago, to continue its reputation by continuing to innovate in the digital camera field.