The Craftsman® Brand Named Top Power Tool in Nationwide Brand Survey

Harris Poll EquiTrend® Brand of the Year Award is testament to the Craftsman brand's 80-plus-year commitment to quality products and loyal customer base

HOFFMAN ESTATES, Ill., April 13, 2011 /PRNewswire/ -- In a January survey of more than 25,000 U.S. customers, the Craftsman brand was singled out as America's top Power Tool brand. The 2011 Harris Poll EquiTrend® study, which was conducted online by Harris Interactive and covered 1,273 brands in 53 separate categories, awarded Craftsman Brand of the Year in the Power Tool category. The award is based on survey measurements involving brand equity, consumer connection, commitment, brand behavior, brand advocacy and trust.

"As the number one tool brand, Craftsman is serious about its commitment to build products that are innovative, high-quality, durable and deliver great value to customers every day. The results from the Harris Poll EquiTrend® survey reinforce Craftsman's delivery on this commitment," said Scott Freidheim, president of Kenmore, Craftsman and DieHard and executive vice president of Sears Holdings. "In 2011 alone, we will launch more than 70 new Craftsman products that directly address DIY challenges brought to our attention from our customers. By responding to customer needs and requirements, we build relationships that last a lifetime."

As a result of this commitment, the Craftsman name has been synonymous with trust for decades, inspiring brand loyalty among customers. Not only has the Craftsman brand been the gold standard for overall tool quality, it also stands for innovation in the development of power tools that increase both user productivity and safety. Craftsman is helping to transform the contents of the typical American garage and expanding the brand to the next level with new game-changing and best-in-class products that provide customer solutions, including:

Craftsman NEXTEC QuickBoost™ Charger: Craftsman delivers a one-of-a-kind technology that is based on customers' desire for time-saving products. This new charger can bring a completely dead battery back up to a 25 percent charge in just three minutes, providing the extra "boost" needed to finish up the job at hand – something no other major brand can do. The QuickBoost™ Charger works with the full line of Craftsman NEXTEC 12V products. The Craftsman NEXTEC QuickBoost™ Charger will be available in May and will retail for $39.99.

Craftsman NEXTEC G2 Hammerhead™ Auto Hammer: A first-of-its-kind product that eliminates the need to swing a hammer in tight spaces. Now, the second generation of the well-known Craftsman Hammerhead™ Auto Hammer, first introduced in 2009, features an articulating head that allows the user to access right angles (90 degrees) as well as awkward angles (45 degrees) and straight above the head (zero degrees) with ease. This innovative, automatic hammering action operates at a high speed, driving nails quickly and with minimal effort in finished wood and lumber. The Craftsman NEXTEC G2 Hammerhead Auto Hammer will be available in May and will retail for $99.99. The G2 Hammerhead™ comes with the tool, a 12-volt battery, carrying case and new Craftsman NEXTEC QuickBoost™ Charger.  

Craftsman NEXTEC 12-volt Right Angle Impact Driver: The 90-degree head and compact design of the driver fits into tight areas and corners where a screwdriver won't fit, allowing access to work inches closer to the fastener for improved control and accuracy. The Craftsman NEXTEC Right Angle Impact Driver drives screws at 0-2,200 RPM and produces 700 pounds of torque. It features an ergonomic lightweight design, weighing in at 2.2 pounds with battery, and has a 1/4-inch quick connect for fast bit changes, all of which makes handling the tool simple and intuitive. The Craftsman NEXTEC Right Angle Impact Driver kit comes with the driver, one battery, charger, four driving accessories and soft carrying case and retails for $99.99.

Craftsman C3 Impact Driver: This impact driver delivers best-in-class torque when used with a full sized 19.2-volt lithium-ion battery. It has an impressive 1,500 pounds of torque and zero to 3,500 impacts per minute (RPM) to drive long screws or lag bolts with ease. The tool is part of the Craftsman brand's robust line of C3 cordless tools, which is powered by one interchangeable 19.2-volt DieHard rechargeable battery. The Craftsman C3 19.2-volt Impact Driver retails for $74.99 as an add-on tool sold without battery or charger.  

Craftsman 51-piece MAX AXESS™ Mechanics Tool Set: This new mechanics tool set features the Craftsman brand's strongest and lowest profile ratchets with a go-thru design on the ratchets and accompanying accessories that eliminates the need for deep sockets.  The ratchets' ultra-slim design has up to a 35 percent lower profile than conventional designs for better access to fasteners and is also up to 45 percent stronger than the brand's most popular ratchet. The Craftsman 51-piece MAX AXESS™ Mechanics Tool Set will be available in May and will retail for $69.99.  

Last year Craftsman was ranked as the most trusted Hand Tool brand and Lawn Mower brand in the 2010 Popular Mechanics Readers' Choice Awards. For more information, log on to or

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broadline retailer with over 4,000 full-line and specialty retail stores in the United States and Canada.  Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, consumer electronics and automotive repair and maintenance.  Sears Holdings is the 2011 ENERGY STAR® Retail Partner of the Year.  Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands.  It also has the Country Living collection, which is offered by Sears and Kmart.  We are the nation's largest provider of home services, with more than 11 million service calls made annually.  Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.  For more information, visit Sears Holdings' website at  

SOURCE Sears Holdings Corporation

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