Introduction
When it comes to iconic guitar brands, few names can match the prestige and heritage of Gibson. The company, which was founded in 1902 in Kalamazoo, Michigan, has been synonymous with rock ‘n’ roll since the 1950s and is regarded as one of the most influential guitar makers of all time. However, what many people may not realize is that Gibson has also owned other famous guitar brands over the years, including one that was also owned by Gibson’s parent company.
The Acquisition of Epiphone
In 1957, Gibson made a move that would forever change the landscape of the guitar industry. That year, the company purchased the Epiphone brand, which had been a rival of Gibson for decades. Epiphone had been founded in 1873 in Turkey and had gone through several ownership changes before being acquired by Gibson.
The acquisition of Epiphone was a strategic move on Gibson’s part. At the time, the guitar market was booming, and Gibson saw an opportunity to expand its reach by acquiring a well-established brand that already had a loyal following. Additionally, by acquiring Epiphone, Gibson was able to eliminate a major competitor, which allowed it to increase its market share.
The Gibson-Epiphone Relationship
After acquiring Epiphone, Gibson continued to produce guitars under both the Gibson and Epiphone names. However, there were some key differences between the two brands. Gibson guitars were typically considered higher-end instruments and were priced accordingly. Epiphone guitars, on the other hand, were more affordable and were marketed towards beginner and intermediate players.
Over the years, Gibson and Epiphone developed a symbiotic relationship. Gibson was able to use the Epiphone brand to reach a wider audience, while Epiphone was able to benefit from Gibson’s manufacturing expertise and distribution channels. This relationship continued for several decades, and many iconic guitars were produced under the Epiphone name, including the Sheraton, the Casino, and the Riviera.
Gibson’s Parent Company and the Acquisition of Kramer
While Gibson was busy acquiring Epiphone, its parent company was on the lookout for another guitar brand to add to its portfolio. In 1987, the parent company, then known as Norlin, purchased the Kramer brand.
Kramer had been founded in the mid-1970s and had gained a reputation for producing high-quality electric guitars. The brand was particularly popular among heavy metal guitarists, thanks in part to its endorsement deals with famous players like Eddie Van Halen and Richie Sambora.
Norlin’s acquisition of Kramer was seen as a smart move at the time. Kramer had a loyal following of fans who appreciated the brand’s innovative designs and high-quality craftsmanship. Additionally, Norlin saw an opportunity to capitalize on the growing popularity of heavy metal music, which was exploding in popularity in the late 1980s.
Gibson’s Acquisition of Kramer
Norlin’s ownership of Kramer was short-lived, however. In 1989, Norlin sold the brand to a group of investors led by Henry Juszkiewicz. Juszkiewicz was a music industry veteran who had previously worked for Gibson and had been responsible for the development of the company’s automated guitar manufacturing techniques.
Juszkiewicz’s acquisition of Kramer was significant for a couple of reasons. First of all, it reunited Kramer with Gibson, which was now Juszkiewicz’s company. This meant that both Epiphone and Kramer were now owned by the same parent company, albeit indirectly.
Secondly, Juszkiewicz had big plans for Kramer. He saw an opportunity to revive the brand and make it relevant again. To do this, he brought in some big-name guitar players to endorse the brand, including Vivian Campbell of Def Leppard and Steve Stevens of Billy Idol.
Juszkiewicz’s efforts paid off, and Kramer began to make a comeback in the early 1990s. The brand’s guitars were well-received by critics and players alike, and Kramer once again became a respected name in the guitar industry.
The Legacy of Gibson, Epiphone, and Kramer
Today, Gibson, Epiphone, and Kramer all remain popular guitar brands, although each has its own unique identity. Gibson is still regarded as the premier brand, producing high-end instruments that are played by some of the world’s best guitarists. Epiphone, meanwhile, remains a popular choice for those who are just starting out or who want an affordable alternative to a Gibson.
Kramer, meanwhile, has continued to evolve over the years. The brand was purchased by Gibson in 1998 and has since gone through several ownership changes. The company still produces high-quality electric guitars, and its focus on innovation and cutting-edge design has helped it remain relevant in a crowded market.
In conclusion, Gibson’s ownership of both Epiphone and indirectly Kramer has given the company a unique position in the guitar industry. By acquiring these respected and established brands, Gibson was able to expand its reach and increase its share of the market. Today, each of these brands has its own distinct identity, but they all share a common heritage and are known for producing high-quality instruments that are played by guitarists around the world.
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