Fender Re-Brand

HISTORY Late 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)

HISTORY 1950s: 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:

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Competitors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ 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.” ,[object Object],[object Object],[object Object],[object Object],Creating “Kando” Together 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. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],N/A We strive to build the best guitars and guitar products possible and to serve our employees, customers, suppliers and community with distinction. 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. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Only Gibson is good enough. 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. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Both within the US and overseas ,[object Object],[object Object],[object Object],The Spirit of ROCK-N-ROLL Be Yourself – Be Different – Be Great To champion THE SPIRIT OF ROCK-N-ROLL throughout the world. The spirit is individual expression, creativity, passion, energy, and YOU.” 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. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Distribution Messaging Strategies Tagline Vision Mission Sub-Brands/products Brands

[object Object],[object Object],[object Object],[object Object],[object Object],Low High The public with the need of any kind of music Free for listening. $0.99 or higher per song. Napster software Low, making guitar playing easier Medium, with entry barrier of console and kits People want to have chance to be a rock superstar From $49 (single game) to $239 (Rock Bundle) Wii PS3 XBOX Low, with only 6 steps, user get the tickets High The public with desire to go live concerts Varies Internet Low High The public who enjoy music From $79 (shuffle) to $349 (160GB) iPod iTunes Low, new consumer-oriented recording solution Medium, with the entry barrier of Mac platform Musicians who are doing their own home recording, much of the audience in attendance came from the professional recording market N/A, installed with Mac Mac Complexity Accessibility Target Audience Price Platform Brands

Similarities Between Brands ,[object Object],[object Object],[object Object],[object Object]

Differences Between Brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object]

Key Research Findings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Revamped Brand Platform ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Sub-Brand Strategy Premium Brand Sub-Brand by Fender

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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 Website: Now Relaunched Mission We make the world’s finest guitars, amplifiers, and music accessories to help music lovers channel the spirit of rock n’ roll .

Brand Experience Strategies The Fender Store ,[object Object],[object Object],[object Object]

Brand Experience Strategies Fender Radio Channel ,[object Object],[object Object],[object Object]

Brand Experience Strategies The Sound of Fender ,[object Object],[object Object],[object Object],[object Object]

Brand Public Relations Strategies Concert Kiosks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Media Mix Strategies Advertising to the Core ,[object Object]

Media Mix Strategies Advertising to Music Enthusiasts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Fender Brand Be A Rock God. Fender.

Fender Re-Brand

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