JBL

Founded: 1946

Primary Products and Services

Speakers, portable Bluetooth, home, party, smart, kids, car audio, marine, and professional; Headphones, wireless, in ear, over ear, sports, noise-cancelling, kids. JBL also has a complete line for professionals and venues.

Company Story

The story of JBL and James Lansing, the man behind it, stretches from the formative years of film and home sound technology in the 1920s to 1930s to the height of the rock and roll era and beyond. JBL is proof that a founder’s vision can live on well after his or her passing, but only with the support of sound business management faithful to the brand. For, as inspired as Lansing was in the design of great sound systems for film, concerts, and the home, his own lack of business prowess almost destroyed the company and eventually resulted in his suicide, just before a business partner found a way to save the company and turn Lansing’s vision into an enduring success.

Just as the budding film industry created opportunities for Lansing’s original company in the 1920s, the rock and roll industry called for a new type of speaker in the 1970s. JBL produced a speaker designed for the popular Fender guitar that propelled it to the forefront of the music industry: it’s speakers were famously on display at Woodstock and later on Eric Clapton and U2 tours, among many others. In the 1970s, JBL made major innovations in studio technology; in the 1980s, it had more achievements in the motion picture business. The 1990s featured more breakthroughs in speaker design; and a wave of innovation has continued ever since.

After a brief period of ownership by a company outside the audio field, the company is now under the ownership of Harman, a long-standing leader in audio and now itself a division of Samsung.

The JBL brand reaffirms the enduring value of passion and dedication to one’s craft that can endure well after the death of a founder. Today, the brand has so much equity, consumers must make sure they purchase JBL directly from the company or authorized resellers to ensure they are buying the authentic product.

Brand Personality

While JBL is a popular brand for home music aficionados, its brand is based on its role powering the sound of the world’s top musicians, athletes, and venues for more than seven decades. That said, JBL has a down-to-earth customer experience that focuses on helping people find the information they need about each product as well as complete support and specifications. An active Youtube and online community provide an array of answers to questions about its products.

Buyer Persona

Demographics

The love of music and appreciation for sound quality spans all age and demographic groups, bound only by one’s financial means or living situation, so the usual demographic rules do not apply to the JBL brand. While the obvious customer for JBL’s brand is in the higher income, people of all means make a stretch for brands they love.

Endorsements and Sponsorships

JBL has an active co-marketing strategy including programs with the Hard Rock Café, the New York Yankees, Grammy’s, and a Brand Ambassador program that includes an eclectic collection of leaders across the music, entertainment, arts and sports spectrum.

Customization and Personalization

Harco can provide pad-printing, as well as personalized packing slips, enclosures, or logoed boxes.

Contact

Bruce Bolger
BMC
914-591-7600, ext. 230
Bolger@TheICEE.org

When contacting a BMC supplier, be sure to say you are a Brand Media Specialist or calling from BrandMediaCoalition.com.

Or, contact the Brand Media Coalition for confidential requests.

Brand Media Guide