Consumer Behaviour- Brand Analysis Report

Consumer Behaviour- Brand Analysis Report Book Report/Review example
Book Report/Review
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IKEA Customer inserts his/her name Institution’s name Brand Overview- IKEA The Swedish retailer IKEA’s success can be traced largely to its successful branding strategy. The democratic design used at the company is reflected in its wide range of product offerings, including home furnishings, which offer a unique blend of competitive price and appropriate form and functionality.


For one thing, the company does not offer cliche designs; in fact, its modern and eccentric designs are a major source of competitive advantage for IKEA. The company has positioned itself as offering everything a customer would want to make a home. Although the Swedish influence dominates the ideology apparent in IKEA’s products, the company has succeeded in customizing its marketing messages across a host of countries. For instance, the company’s advertising in France is aimed at “tidying up” things (Duncun, 2006), whereas in U.S.A it markets itself through “winter sales”. Although it is predominantly a mass-market brand, the company’s PR stunts and guerilla marketing techniques vary from one country to another. Drawing on the research that balconies are widely used for storage purposes in Europe, the company advertised a picture of colored balconies of an apartment which appeared to be like chest drawers (Jepsen, 2009). Not only do such strategies enhance IKEA’s presence but appeal to customers of particular cultures. Furniture purchased from IKEA usually includes a set of instructions pertaining to the installation and setup of that furniture (Pride & Ferrell, 2008)- a concept unparalleled by its competitors. ...
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