Throughout its history, Sears has committed itself to quality private-label brands. For Sears, its brands are more than just the names of product lines. They are symbols of the company. Sears stakes its reputation on the strength of its brands. Products must meet the most rigorous standards of quality and safety before they earn the right to bear such names as DieHard, Kenmore, and Craftsman.

Over the years, many popular Sears brands have come and gone, leaving behind them proud legacies of many satisfied customers and significant cultural impact. Brands such as J.C. Higgins sporting goods, David Bradley farm implements, Harmony House furniture, Coldspot appliances, Silvertone guitars and many others have all carved their niches in history. Other brands have survived the test of time at Sears. In 2002, both Kenmore and Craftsman celebrated their 75th anniversaries, and DieHard celebrated its 35th anniversary—and all did so with a series of new products plus reputations that outpace all of their competitors'.

All Sears' brands past and presenthave interesting stories behind their products, their staff, the origins of their names, and more.

Do you want to know which rock stars used Sears Silvertones as their first guitar? Have you ever wondered how Allstate got its name? Click on the brand links to your left to find out.