1. CHAPTER 1
FENDER ACADEMY
FENDER
FUNDAMENTALS

2. WELCOME TO FENDER ACADEMY
At Fender, we’re fully committed to helping every
musician find their unique voice, explore their passion
and create their own musical legacy—and we know our
retailers are just as dedicated to the same cause.
What started out as a personal endeavor by Leo Fender,
to provide artists and other passionate players with
innovative instruments of expression, has grown into
a global movement and has driven Fender to become
the world’s leading electric guitar and bass brand.
Over more than 60 years we have compiled a great deal
of knowledge. Now, we are giving you tools to put that
knowledge to practical use.
Fender Academy is our ongoing commitment to you,
the sales associate, to give you a better understanding
of our legacy. With this information, it is our hope that
you’ll better qualify your consumers as you become a
part of something greater—the Fender family.
CHAPTERS
1. FENDER FUNDAMENTALS
Educate and inform your consumers about the world’s
greatest electric guitar and bass brand.
2. MODELS
Learn about Fender guitars and basses, the artists that
play them, and the features that make each one unique.
3. PLATFORMS
Explore our five instrument collections and learn
how they apply to specific consumers and needs.
4. ASSORTMENT & MERCHANDISING
Bring the Fender legacy to life at retail, from visual
merchandising to sales strategies and consumer support.
© 2015 Fender Musical Instruments Corporation.
FENDER®, STRATOCASTER®, STRAT®, TELECASTER®,
TELE®, PRECISION BASS®, P BASS®, JAZZ BASS®,
J BASS® and the distinctive headstock designs
commonly found on Fender guitars are registered
trademarks of FMIC. All rights reserved.
Product and product lifestyle images found
within were photographed by Mark Keraly or Eric
Fairchild unless otherwise noted. Other trademarks
are the property of their respective owners.
All prices, colors, features and specifications
are subject to change without notice.
FENDER
FUNDAMENTALS
CHAPTER 1
On the cover:
SØREN HANSEN NEW POLITICS
Photo: Dave Jones (Empire West Live)
BRAD SHULTZ & DANIEL TICHENOR CAGE THE ELEPHANT
Photo: Eric Fairchild ©FMIC

3. FENDER
FUNDAMENTALS
Fender instruments are instilled with an unparalleled
pride, heritage and authenticity and have been adopted
by musicians around the world. We encourage you
to use this guide to communicate the unique
Fender leadership position.
Photo: Eric Fairchild ©FMIC ANDY HULL MANCHESTER ORCHESTRA
5

4. AN AMERICAN ICON.
A GLOBAL MOVEMENT.
1Fender is more than a name. It’s the definition
of electric guitar, a Southern California original
with a worldwide influence extending beyond
studio and stage. A Fender is more than an
instrument—it’s a culture symbol, resonating
across fashion, entertainment and more.
76

5. LEGENDARY.
2
BUDDY GUY
Photo: Courtesy of GBG Management
STEVE HARRIS
IRON MAIDEN
TOM PETTY
JIMI HENDRIX
ERIC CLAPTONPETE TOWNSHEND
THE WHO
KURT COBAIN
NIRVANA
Photo: John McMurtriePhoto: Charles Peterson
Photo: Josh Giroux
Photo: Kevin Mazur
Photo: Courtesy of Eelpie
Photo: Richard Peters /©Authentic Hendrix, LLC
Fender instruments are authentically
linked to the world’s greatest musicians,
from Buddy Holly to Jimi Hendrix, Eric
Clapton, Kurt Cobain and many more.
With a legacy that spans history’s most
memorable albums and performances,
their influence and reach has inspired
and moved millions.
9

6. AVRIL LAVIGNE
Photo: Dave Jones (Empire West Live)
PLAYED BY PROS
EVERYWHERE.
Professional musicians stand by Fender
for our instruments’ trusted quality and
performance excellence—on tour, onstage
and in studios worldwide.
• Versatile options for any genre
• Preferred brand of choice for
studio and recording artists
• Roadworthy, proven and reliable
3
JIM FAIRCHILD
MODEST MOUSE
BRAD PAISLEY
MATT SKIBA
ALKALINE TRIO
SIMON NEIL
BIFFY CLYRO
PHIL CUNNINGHAM
NEW ORDER
Photo: Colin Clark
Photo: www.mattwilsonimages.com
Photo: David Wolff
Photo: www.MikeDanenberg.com
Photo: Mark Keraly ©FMIC
Photo: Ben Enos
PETE LOEFFLER
CHEVELLE
10

7. THAT
FENDER
SOUND.4You always know a Fender when you hear one,
no matter where it’s played. From stadiums and
large venues to intimate stages and street
corners, every guitar has a unique personality
and feel, but the tone is unmistakably “Fender.”
MATT VASQUEZ
DELTA SPIRIT
Photo: Josh Giroux 13

8. “
UNIQUELY YOURS.
“Think of the difference between
Jimi Hendrix’ playing, Ritchie
Blackmore’s playing, Uli Jon Roth’s
early-day Scorpions playing, my
playing. You have completely
different guitar players, yet the
instrument never becomes more
narrow. In fact,
IT BECOMES MORE
EXPRESSIVE.”
—Billy Corgan on the Stratocaster®
5Fender guitars and basses are as
distinct as the musicians who play them.
Responsive and emotional, they’re
ultimate tools to let every style and
personality come through. We instill
our instruments with limitless creative
possibility—as part of our commitment
to help each musician find their voice.
JAMES JOHNSTON
BIFFY CLYRO
JEREMY BULLOCK
WILD CUB
Photo: David Wolff Patrick
Photo: Andrea Behrends
15

9. ULTIMATE
CUSTOMIZATION.
6No instruments are as easy to personalize, upgrade
and maintain as Fender guitars and basses, and with
a wide selection of parts and accessories, there are
plenty of ways to make a personal statement.
• Large assortment of original Fender pickups,
pickguards, control knobs and more
• Modular designs for simple adjustments
• Easily interchangeable parts
17

10. Fender instruments are built on a handcrafted
legacy of quality, from finely sculpted bodies
to hand-seated frets and more.
• More than 100 hand processes in every
American Standard instrument
• Uniquely built one at a time in the Fender factory
• Crafted and shaped from premium woods and
materials for incredible sound, durability and feel
HANDMADE
ORIGINALS.
7
1918

11. INNOVATIVE.
8From the debut of the Telecaster®
in 1951 to
the integration of technology today, Fender
has always been at the forefront of music
evolution. With a 60-year legacy of
helping artists and musicians push the
boundaries of musical expression and
sound, our passion to create never stops.
1.
2.
3. 4.
1. American Deluxe Strat®
Plus personality card
2. Deluxe Strat HSS Plus Top
With iOS Connectivity
3. Fishman®
TriplePlay
Stratocaster HSS
D-pad controller
4. Custom Shop RSD
High-Mass Bass Bridge
21

12. Photo: Ken Settle
STEVIE RAY VAUGHAN
TIMELESS
VALUE.
9Fender guitars and basses are
valued heirlooms and collectibles
passed down for generations,
prized in the vintage market, highly
desired by musicians and still in
great shape after decades of
daily use.
22

13. GUARANTEED
FOR LIFE.
10Fender electric guitars and basses are
guaranteed to last for the long haul through
decades of musical progression, performance
and even the most punishing play.
• A commitment to quality
• Outstanding customer service
• Limited Lifetime Warranty*
*Limited Lifetime Warranty applies to Fender electric guitars
and basses in the U.S.A and Canada. For full warranty details,
please visit fender.com/warranty.
Photo: Eric Fairchild ©FMIC
SØREN HANSEN
NEW POLITICS
25

14. As you welcome new consumers to the
Fender family, keep these 10 key points
in mind to enhance your retail experience.
SUMMARY
1. AN AMERICAN ICON. A GLOBAL MOVEMENT.
2. LEGENDARY.
3. PLAYED BY PROS EVERYWHERE.
4. THAT FENDER SOUND.
5. UNIQUELY YOURS.
6. ULTIMATE CUSTOMIZATION.
7. HANDMADE ORIGINALS.
8. INNOVATIVE.
9. TIMELESS VALUE.
10. GUARANTEED FOR LIFE.
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