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mainly on the people that used them

as a vivid example Fender was not all that popular until people like Jimi Hendrix started to use them and then everybody noticed that they were quality made Guitars that were good in all aspects

its the same deal with PRS they were used by Carlos Santana in the past and they are now some of the most popular guitars

and then again with Gibson guitars with people like Slash from guns and roses

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Q: What is the reason on how guitar brands became popular?
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