Not quite sure about that either..
The problem with using two (or more) arguments simultaneously is that opponents usually pounce on the weaker one. The context I used the brand recognition argument went as this: it was initially argued that Hasselbad is doing the same thing as Leica, i.e., selling a luxurious version to the rich. My main argument, however, was that Leica, in contrast to Hasselbad, is selling itself
, an already high-end, high-quality, luxurious product.
Speaking of brand recognition among the target market, i think that a fair gauge is the use among celebrities. As an anecdotal evidence, I can come up with a couple off the top of my head: Brad Pitt, Lou Reed... A quick googling unearthed the following list: "... Other Leica users of fame is Bryan Adams, Seal, Annie Leibovitz [sic], Lenny Kravitz, Eric Clapton, Miles Davis, Ann Curry, Chow Yun Fat, Katie Hoff, Scarlett Johansson, Brendan Fraser, Jeff Bridges, Brad Pitt, Brigitte Bardot, Charles Bronson, Andy Lau, Woody Allen, Jamie Cullum, Paris Hilton, Kanye West, Yul Brynner, Wim Wenders, Bruce Springsteen, Posh Spice ... the list goes on..."
as a part of an article on the Leica history here
, with many more examples.
How many do you know that use a Hasselbad?