Abstract: The guitar industry is undergoing significant change due to the pervasive influence of digital transformation, affecting everything from product development and marketing to customer engagement and distribution. This paper evaluates how leading and emerging guitar brands are adapting their product positioning and differentiation strategies in this evolving landscape. The study focuses on the interplay between traditional craftsmanship and digital innovation, including the use of e-commerce, virtual tryouts, AI-driven personalization, and online community building. It examines how brands maintain authenticity while embracing digital tools, as well as how they differentiate themselves in a saturated market. Case studies of key players such as Fender, Gibson, and newer entrants like Lava Music highlight diverse strategic approaches. The research draws on both qualitative interviews and secondary data to analyze the effectiveness of these strategies in fostering customer loyalty, brand recognition, and competitive advantage. The paper concludes with insights into best practices and recommendations for guitar companies seeking to refine their positioning in a digitally driven market while remaining true to the cultural and emotional heritage of guitar playing.
Keywords: Product Positioning, Differentiation Strategy, Guitar Industry, Digital Transformation, Brand Strategy.
Title: Evaluating Product Positioning and Differentiation Strategies in the Guitar Industry amidst Digital Transformation
Author: Zhou Linlin, Nova C. Baldo
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 13, Issue 2, April 2025 - June 2025
Page No: 122-126
Research Publish Journals
Website: www.researchpublish.com
Published Date: 16-April-2025
