Strategic Brand Management - IKEA Branding

  The term paper will deal with IKEA's branding and its importance for a great brand value in order to keep growing, ensuring competitive advantage in all present countries and being of interest of many consumers. As their products and brand appeal to the most people with their relatively low prices, simple and functional products, it is important for IKEA to brand themselves ensuring a unique experience and great perception of the brand in another way than their actual products. The paper will focus on the cultural approach and thus how IKEA seek to target and brand themselves in different markets with focus on national culture, consumer behaviors, ​and restrictions, thus branding themselves differently with more or less standardized products. It will further focus on the identity aspect and how IKEA must create a valuable identity in terms of their marketing strategy and thus ensure a good overall consumer perception.