Ikea Brand Management Analysis

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History of IKEA:

IKEA (Ingvar Kamprad Elmtaryd Agunnaryd) is a privately held, international home products company that designs and sells ready-to-assemble furniture, appliances and home accessories. The company is now the world's largest furniture retailer.

IKEA was founded in 1943 by 17-year-old Ingvar Kamprad in Sweden, named as an acronym comprising the initials of the founder's name (Ingvar Kamprad), the farm where he grew up (Elmtaryd), and his home parish

The groups of companies that form IKEA are all controlled by INGKA Holding B.V., a Dutch corporation, which in turn is controlled by a tax-exempt, not-for-profit Dutch foundation. The intellectual property of IKEA is controlled by a series of obscure corporations that can be traced to the Netherlands Antilles.

INGKA Holding B.V. owns the industrial group Swedwood, which sources the manufacturing of IKEA furniture, the sales companies that run IKEA stores, as well as purchasing and supply functions, and IKEA of Sweden, which is responsible for the design and development of products in the IKEA range. INGKA Holding B.V. is wholly owned by Stichting INGKA Foundation, which is a non-profit foundation registered in Leiden, Netherlands. The logistics center Europe is located in Dortmund, Germany and Asian Logistic center is located in Singapore.

Inter IKEA Systems B.V. in Delft, also in the Netherlands, owns the IKEA concept and trademark, and there is a franchising agreement with every IKEA store in the world. The IKEA Group is the biggest franchisee of Inter IKEA Systems B.V. Inter IKEA Systems B.V. is not owned by INGKA Holding B.V., but by Inter IKEA Holding S.A. registered in Luxembourg, which in turn is part of Inter IKEA Holding registered in the Netherlands Antilles. The ownership of the holding companies has not been disclosed.

The company which was originated in Småland, Sweden, distributes its products through its retail outlets. As of October 2010, the chain has 313 stores in 38 countries, most of them in Europe, North America, Asia and Australia. The IKEA Group itself owns 276 stores in 25 countries and the other 37 stores are owned and run by franchisees outside the IKEA Group in 16 countries/territories. 2006 saw the opening of 16 new stores. A total of at least 15 openings or relocations are planned for 2010. 4 stores in Turkey; 2 in İstanbul, 1 in İzmir and 1 in Bursa.

Brand Mantra:

IKEA markets itself with its low prices, high quality and best design. Even so it is Sweden origin company now they have very big impact on furniture sector, they adapted themselves very good to the market and they’re very successful according to me. Their brand mantra is working good and they deserve to be successful I think.

Brand Elements:

• Slogan:

In Turkey they use “IKEA evinizin her şeyi” as a slogan, it is very meaningful and they try to give as a message that “you can find anything here for your home” and it is quite right I think.

Moreover, around the world these slogans are used by IKEA:

“Home is the most important place in the world”

“Affordable solutions for beter living”

• Logo: This is the logo of IKEA which uses in every part of the world.


Brand Equity:

If we want to mention about the brand equity of IKEA according to this model:



Even they don’t have so many stores in Turkey, in the world they have many and their sales are quite good because it’s cheap, they have products well-designed, and it is a quality brand.


When we think about our choices/alternatives about furniture, one of the first brands that comes to our mind is IKEA, because we know that we can find anything there about our home both furniture and appliances.


It is certain that they have a loyal customer, even though people don’t go for buy something for their home, sometimes they go for to g oto see products, or eat something at their restaurant. In addition IKEA posts...
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