HISTORYLate 1930s:Electronic tech Leo Fender intrigued by design flaws in musical instrument amplifiers; begins building his own custom amplifiers

1946:Fender Electric Instrument Company is born

1948:First Fender-branded “Tweed” amplifiers built, (Offered from 3 to 75 watts)

HISTORY1950s:First solid body Telecaster (with two pickups) introduced;Model is known for its bright, “cutting” tone

1954:Fender Stratocaster hits stores. Price: $249.50 or about $1,850 today

1985:Employees buy company back from CBS and rename it Fender Musical Instruments Corporation

HISTORY

Over the years Fender has acquired and/or developed several brands, including:

Competitive Analysis

The Music Instrument Business

• The industry is highly concentrated • Demand driven by consumer income and

education demographics • Major products are string instruments (including violins and guitars) • Major customers include music distributors &

retailers, schools, churches, and professional performers

• Wide range of quality and craftsmanship=wide variation in pricing

Competitors

• Direct competitors– Gibson

– PRS Guitars

– Yamaha

• Indirect competitors– Guitar Hero

– Sony

– Apple

BrandsSub-Brands/

products Mission Vision Tagline Messaging Strategies

Distribution

• Stratocaster• Telecaster• Showmaster• Esquire• Jaguar• Jazzmaster• Mustang

We will exceed the expectations of music enthusiasts worldwide and create a community for individual expression by focusing on our people, products and business excellence.

To champion THE SPIRIT OF ROCK-N-ROLL throughout the world. The spirit is individual expression, creativity, passion, energy, and YOU.”

The Spirit of ROCK-N-ROLL Be Yourself – Be Different – Be Great

• Online community (Forum and Lounge)• Fender special issue of Guitarist magazine• Print ads

Both within the US and overseas

• Baldwin • Epiphone• Gibson• Kramer• Steinberger• Tobias• Valley Arts

Gibson is committed to making the world a better place by creating, developing and supporting programs in their efforts to advance education, music and the arts, the environment and health & welfare causes.

Only Gibson is good enough.

• Word-of-mouth• Top-selling musicians• Theme park• Product placement in TV and film projects• “GuitarTowns” events• Showroom/Band Blogs• Gibson foundation

•High Gloss models•Satin Finish models•Signature models•SE models

We are devoted to the guitar's rich heritage while committed to new technologies that will enrich our products with uncompromised tone, playability and beauty.

We strive to build the best guitars and guitar products possible and to serve our employees, customers, suppliers and community with distinction.

N/A • Band and artists• “Experience PRS” Open House• Private stocks guitar• Appearance on “Guitar Player” and “Vintage Guitar”• Events sponsorship (e.g. Charity Golf Tournament)

• Musical Instruments and Professional Audio Products• Home Audio/Video Products• Commercial Audio Systems

•Products/services attuned to people’s needs

•Make music around the world

•Place top priority on environment issues

Yamaha will continue to create ‘Kando’ (signifying an inspired state of mind) and enrich culture with technology and passion born of sound and music, together with people all over the world.

Creating “Kando” Together

• Yamaha “Hot Holiday” promotion• The World of Yamaha Sweepstakes• Yamaha artists, bands and concerts• Yamaha publications (Signature Sounds, Accent, All Access)

“We are devoted to the guitar's

rich heritage while committed to

new technologies that will enrich our

products with uncompromised tone,

playability and beauty.”

“Yamaha will continue to create ‘Kando’

(signifying an inspired state of mind)

and enrich culture with technology

and passion born of sound and music,

together with people all over the world.”

Brands Platform

Price Target Audience

Accessibility

Complexity

Mac N/A, installed with Mac

Musicians who are doing their own home recording, much of the audience in attendance came from the professional recording market

Medium, with the entry barrier of Mac platform

Low, new consumer-oriented recording solution

iPodiTunes

From $79 (shuffle) to $349 (160GB)

The public who enjoy music

High Low

Internet Varies The public with desire to go live concerts

High Low, with only 6 steps, user get the tickets

Wii PS3XBOX

From $49 (single game) to $239 (Rock Bundle)

People want to have chance to be a rock superstar

Medium, with entry barrier of console and kits

Low, making guitar playing easier

Napster software

Free for listening. $0.99 or higher per song.

The public with the need of any kind of music

High Low

• Internet-oriented• Relatively low price

• Mass public who love music• High accessibility• Low complexity

Similarities Between Brands

• Brand messaging strategies (e.g. top musicians, event sponsorship, charity work)

• National and international

distribution channels

• A variety of sub-brands

Differences Between Brands

• Different vision and mission (unique VS. generic)

• Advertising (premium VS. confusing/busy)• PR tactics (various VS. single)• Websites

- Logo?

- Color scheme?

- Content?

Audience Assessment

&

Fender owners say:

“It’s simple, it’s not high tech. The first one I had was a Squire Strat. It was cream and white. I got it because Jimi Hendrix had it, and he was my favorite. It’s a sexy brand. It’s the Coca-Cola of guitars.”

Mike Finizza, 30

Fender owners say:

“I love the tone and how it fits your body, its contours. When I think of Fender I think Stevie Ray Vaughn and Jimi Hendrix and Eric Clapton.”

Angela Petrilli, 18

Guitar owners say:

“I wanted a Les Paul shape. The main appeal was the entry price level--and good customer reviews. I certainly have no aversion to a Stratocaster. I think it’s nice looking guitar.”

Ray Makowski, 35

Music lovers say:

If buying a guitar in the future, I would go for Yamaha because

of the brand. (Leslie, 22)

No, I don’t know Fender is a guitar brand. Their website

looks like some kind of concert. (Arnell, 30)If I have to buy a guitar

in the future, I’ll probably get online and

search for the best deal, or simply ask a

salesperson for advice.

Current Brand Platform

Mission

We will exceed the expectations of music enthusiasts worldwide and create a community for individual

expression by focusing on our people, products and business

excellence.

Vision

To champion the spirit of rock n’ roll throughout the world. The spirit is individual expression, creativity,

passion, energy, and YOU.

Key Research Findings

• Brand platform is a catch all--not a filter• No brand footprint• No true differentiation• Seemingly accept being “one of the pack”

Key Research Findings

• Inconsistent messaging• Weak PR/Media Exposure

• Generic & inconsistent visual vocabulary

• Unclear personalityULTIMATELY: What is the Fender Promise?

Revamped Brand Platform

Current: Mission

We will exceed the expectations of music enthusiasts worldwide and create a community for individual

expression by focusing on our people, products and business excellence.

VisionTo champion the spirit of rock n’ roll throughout the world. The spirit is individual expression, creativity,

passion, energy, and YOU.

Rebranded:Mission

We make the world’s finest guitars, amplifiers, and music accessories to

help music lovers channel the spirit of rock n’ roll.

VisionTo bring about global harmony through

the spirit of rock n’ roll.

Positioning

With its distinct heritage and spirit of innovation, Fender makes musical instruments and accessories that enable music lovers to communicate their unique individuality, passion, and energy through the power of music.”

Tagline

Be A Rock God. Fender.

Brand Platform

Sub-Brand Strategy

Right Now:

Sub-Brand StrategyPremium Brand Sub-Brand by Fender

Naming Strategy• Consistency across sub-brand model naming:

ex: FD-G235 (Gretsch)

FND-C300 (Charvel)FDR-T22 (Tacoma)

• Fender continue “—caster” and “animal” heritageex: “Classicaster”

“Panther”“Wolverine”

The Fender Personality

The Spirit of Rock n Roll

Creative

Free

Energetic

Powerful

Cool

Innovative

American

Vital

Young @ Heart

Sexy

Independent

Limit-less

Visual Vocabulary

Visual VocabularyWebsite:

Now Relaunched

MissionWe make the world’s finest guitars, amplifiers, and music accessories to help music lovers channel the spirit of rock n’ roll.

Brand Experience StrategiesThe Fender Store

3 Rock and Roll Capitals

3 Global Retail Outlets

Brand Experience StrategiesFender Radio Channel

• Dedicated Fender Station on

Sirius Satellite Radio– Broadcasting exclusive performances by

Fender musicians

Brand Experience StrategiesThe Sound of Fender

Dedicated Fender Brand “Sonic Logo”

- Embodies the Spirit of Fender

- Brings to mind classic Woodstock moment

To be used in all advertising, public and media relations

Brand Public Relations StrategiesConcert Kiosks

• Set up at “Fender Artist” concerts • High school/University events

– Test drive Fender guitars & amps– Free giveaways:

(posters, stickers, t-shirts, etc.)

– Photo booth

– Download music

– Showcase “Rock Star-ter Kit”

Media Mix StrategiesAdvertising to the Core

Ads in major guitar magazines leveraging the rich heritage and associations of the Fender brand.

Media Mix StrategiesAdvertising to Music Enthusiasts

• Ads in major music magazines– Fender temporary tattoos– Fender stickers

• Commercials during major music events– Grammy’s– Teen Choice Awards– VMA’s

The Fender Brand

Be A Rock God. Fender.