By Dian Hasan | December 30, 2009
Every major brand on the global stage comes with a story as illustrious as the journey it took to where it is today. Brands evolve and go through different stages. Just like people, brands are born, learn to crawl, take baby steps, go through stages of growing pains, and mature. Along the way some brands perish, re-emerge, re-incarnate into something completely new… while some others simply continue to sail through… going from strength to strength.
Here’s an interesting fact behind the brand journey of IKEA.
Recognized as the world’s largest furniture store and manufacturer, and for one fact most are unfamiliar with: Sweden’s most effective Country Brand Ambassador. A visit to any IKEA store across the world, in almost 40 countries, is effectively a trip to Sweden, offering the sights, taste, sounds, and of course design that is quintessentially Swedish.
To create a better everyday life for many people. We make this possible by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
… The first IKEA store opened in Sweden in 1958 and the company is now headquartered in The Netherlands. There are currently 301 stores in 37 countries (2009) and they are the world’s largest furniture manufacturer.
In the world of branding, any brand name is associated with feelings, attitudes or different meanings. And in our minds these attributes are formulated into a distinctive image. All inspired by the logo, design, corporate or country culture, or color.
Branding is a way to differentiate one company, its service or product, from competitors. But also to provide it with a personality which is both appealing and unique to their potential customers. Branding is therefore a multifaceted, disciplined and multilayered process. The common analogy of a brand’s personality is that of person’s, with his/her different characteristics.
IKEA is seen as friendly, quirky, trendy, social, young, independent, witty and relaxed.