Guitar Strings

I have often asked the question at Haywire Custom Guitars, how many companies in the USA actually manufacture guitar strings? The answer entails guitar string secrets or “trade secrets”.

While it’s difficult to pinpoint an exact number, only a handful of companies in the USA that manufacture their own guitar strings. Most brands are sourcing their strings from only about 8 primary manufacturers. Many string manufacturing companies offer private label sets so other companies can use their own brand label.  What I mean is they specifically produce strings for other companies and package them under their brand name.  For example: Elixir strings are made by W. L. Gore & Associates, the same company that develops Gore-Tex fabric. While they manufacture the strings, they don’t produce the raw string material itself. The raw strings are manufactured by D’Addario. Elixir’s innovation lies in their unique Polyweb coating, which helps protect the strings from corrosion and extends their lifespan. They simply re-brand the strings under the Elixir name. Here is what we know.

There are Very few Guitar String Manufacturers in the USA:

• Ernie Ball: Is a well-known long established string manufacturer.
• D’Addario: Another major string manufacturer.
• GHS: A long-standing string manufacturer, since 1964.
• DR Strings: Known for hand-wound strings.
• Dean Markley: Another in-house string manufacturer.
• SIT Strings: A smaller manufacturer producing guitar strings.
• Curt Mangan: States they offer custom-made strings.
• Stringjoy a newer name in the business makes their own guitar strings in Nashville, Tennessee.

There are many more brands that are sold, but the number of actual manufacturing companies is much smaller.

Other Brands & Re-branding:

• Many other brands found in music stores, re-brand strings that are manufactured by one of the larger companies above.
• Guitar manufacturers, like Fender and Gibson, also sell strings, but these are manufactured by another company. For example, Gibson strings are made by D’Addario.
• Martin, another well-known guitar brand, has shifted its string production to Mexico. While the exact manufacturer is unknown, the strings there are made for Martin.
• Fender-branded guitar strings are manufactured by D’Addario to Fender’s specifications. Although, Fender has string label packs under their own brand name, the actual string manufacturing process is handled by D’Addario.  The factory strings, used on new Fender guitars, have generic brass ball ends, the retail packages have color-coded ball ends. It’s a dead giveaway.

In Conclusion:

Numerous guitar string brands are available, the real number of manufacturers in the U.S. is quite small, possibly around 8. There are a few smaller operations also producing strings. Many brands essentially repackage and re-brand strings made by a handful of manufacturers. One string manufacturer could easily make 15 brands worth of specs, sizes, and materials. One aspect of our setup process includes adding new guitar strings.

Re-branding is a significant marketing strategy where a company changes its public image. The aim is to create a new identity in the minds of consumers, investors, and competitors.

What re-branding entails:

• Name and Logo: This is the most visible aspect of re-branding, often involving a completely new name, logo, or tagline.
• Visual Identity: Changes can include colors, fonts, imagery, and overall design to create a fresh visual experience.
• Messaging and Tone: Adjusting the brand’s communication style to resonate better with target audiences or reflect a new brand identity.
• Repositioning: Shifting how the brand is perceived in the market. This often targets new customer segments or updating the brand’s value proposition.
• Brand Story: Re-crafting the narrative around the brand to align with its new identity and values.
• Website and Digital Presence: Updating websites, social media profiles, and other digital platforms to reflect the new brand.

It’s generally ethical to keep re-branded products a trade secret. It’s especially true if the changes represent a significant improvement or unique selling point. However, it’s crucial to maintain the secrecy of the trade secret. This means as well not stealing information from competitors. Keeping re-branded products as a trade secret is ethical if the changes are genuinely unique. The company should take reasonable measures to maintain the secrecy of the information.