For almost 40 years, Samick has manufactured product for the leading brand names in the guitar business. In the process, Samick learned a great deal about not only what goes into a great guitar, but how to produce it at an affordable price. Samick also realized that the ability to produce quality product at an affordable price was only half the equation. There needed to be an all-out effort to develop a powerful new identity for the product and SAMICK.