The paper begins by reviewing the literature on brand identity, internalisation and sense making it is followed by the case of a global retailer ikea, entering russia and china finally, conclusions and implications are discussed brand identity in retailing as earlier noted (burt and sparks, 2002 knee,. The finnish brand has cult status among design snobs “we're always looking for a strong collaborator with global relevance,” sadler says marimekko began making simple dresses early on to serve as an example of what could be done with the textiles–it even hosted a fashion show that first year in. China's most valuable brand 97% brand value twitter and linkedin entered the top 100 for the first time, at numbers 71 and 78, respectively top 100 debut amazon became the first retailer to enter the top 10 at number 10 top 10 distinction $1 4 2 ,1 0 3 m facebook bt ikea uniqlo ford. This resulted in saving costs as well as making new designs reach the stores faster with the least amount of compromise on quality (ikea: how the swedish retailer became a global cult brand, 2005) they started economies of scale by starting a production company near its stores these companies were.
Ikea has established a global network of loyal consumers by acknowledging the fact that different groups of consumers have different needs and summary : ikea is a swedish , multinational lifestyle company that has acquired a cult status it has established a link between its brand and values like fun. Small-space living will be a characteristic throughout the entire store, said tommy kullberg, the head of ikea's japan division that has helped the company grow from a one-man venture in a small swedish village to a global phenomenon with an almost cult-like following a brand for all the people. To the recent global recession, something that was not apparent in the much milder 2001-2002 recession the recent drop in the number ikea: how the swedish retailer became a cult brand, cover story  campa, j and l goldberg 2005 exchange rate pass-through into import prices, review of economics and.
When ikea stopped selling incandescent light bulbs, last year, six hundred and twenty-six million people became environmentalists the prevalence bill moggridge, the director of the cooper-hewitt, national design museum, in new york, calls ikea's aesthetic “global functional minimalism” he said, “it's. From ikea: how the swedish retailer became a global cult brand however well ikea may understand my lifestyle — or at least the set of products that might fit into my lifestyle and home furnishing needs — my experiences of disorientation and a sense of being confronted with the alien within an intimate.
Might have shown a different picture the world might have become a “global village” but the impacts of various languages and cultures should always be taken into consideration, especially when multinational companies design their marketing strategies for different markets 11 research question and aim of the research. Keywords corporate brand, brand values, market driving, ikea, russia strategy requiring a firm to subsequently become more market driven (harris and suppliers can also become carriers and keepers of the brand values a global supplier base of partners that have been educated in and are committed to the. This case concerns a global retailing firm that is dealing with strategic management and marketing issues america, asia pacific and russia/ukraine, ikea has become one the world's most successful global retailers (hill some view ikea as the “quintessential global cult brand”, with an egalitarian.
Torekull at 111-114 and bloomberg businessweek, ikea: how the swedish retailer became a global cult brand, (nov 14, 2005), available at http://www businessweekcom/magazine/content/05_46/b3959001htm  ingvar kamprad , the testament of a furniture dealer and a little ikea dictionary.
Ikea is not only one of the world's most successful retailers, growing nearly 6% in its most recent fiscal year -- it's also a powerful brand, ranking among forbes top 50 world's most valuable brands leontyne green sykes, cmo of ikea north america, shared ikea's brand-building strategies at the hub [. Case 41 ikea : building a cult global brand ikea is a state of mind that revolves around contemporary design, low prices, wacky promotions and an enthusiasm that few institutions in or out of business can muster perhaps more than any other company in the world, ikea has become a curator of people's lifestyles, if not. “ikea: how the swedish retailer became a global cult brand” businessweek, ( cover story, 14 november 2005) “duktig” ikea july 25, 2010 “ikea business model” inter ikea systems bv ashford open learning limited, 2000 ikeas's global. How the swedish retailer became a global cult brand.