IKEA. Famous iconic brand
The iconic IKEA brand from Sweden is one of the most unusual brands in the world.
For example, one of the most interesting facts related to the activities of IKEA is the fact that in the 90s of the 20th century, every tenth European was conceived on an IKEA bed. Impressive, right?
How did IKEA manage to achieve such a distribution of their products?
The secret of the success of the IKEA brand, first of all, is that from the very beginning, the founder of the company, Ingvar Kamprad (from whose initials the name of the IKEA company is formed) focused on producing cheap furniture. To put it even more precisely, IKEA furniture is made from cheap materials, and in design and manufacture adheres to simplicity (even minimalism) and reliability.
And this is perhaps the most important difference between IKEA and other companies that work in the same direction. Moreover, IKEA turned the principle of cheapness into the idea of the company. So, for example, IKEA puts on the market not only furniture made from cheap materials, but also created a special catalog that tells in great detail about the materials that the company uses in the production of branded furniture.
The catalog not only tells in detail about all the materials, but also describes the characteristics of these materials, as well as how these cheap materials bring benefits to the world, and even how their use has a positive effect on the ecology of the planet. IKEA catalogs tell the truth about exactly how materials for furniture production get to factories, how much money was spent on transportation, and IKEA even went even further - they “ask” their customers to return their used furniture to their factories in order to use unnecessary materials again.
This attitude of the company to its product has greatly influenced the brand image and many people sometimes choose IKEA furniture for themselves precisely because they treat the company with the same respect with which the company treats its consumers.
The second characteristic difference between IKEA and others like it lies in the special organization of labor. IKEA immediately abandoned the "bloated hierarchy", and all employees of the company are perceived on the same level, regardless of their position. As this structure is called in IKEA - the "IKEA concept" or "the spirit of IKEA". This special special conduct of business is even recorded in a special manifesto made by Ingvar Kamprad, which is known to the world as the "Furniture Trader's Testament".
However, Igvar Kamprad himself can boast that at the very beginning of the IKEA company, he personally bred furniture on a milk van.
The third component of IKEA's success is respect for its customers. Initially, IKEA branded stores were located outside the city (to reduce the cost of renting premises). And poor Swedes had to spend a lot of time getting to IKEA stores. And that's why special Creche restaurants were equipped in the company's stores, where you could take a break, refresh your strength with drinks and a light snack, or just sit and think about what kind of furniture to choose.
So it is no wonder that IKEA quickly gained success and the trust of its consumers.
If we turn to the facts again, then IKEA furniture is very well quoted in more than 30 countries around the world. And for the period of 2005, over 286 million people visited IKEA stores. And in 2003, the IKEA corporate catalog was released with a circulation of 118 million copies (and in 23 languages).
Moreover, surprisingly, IKEA furniture is known in the world not only as cheap, but also as very respectable.
So the IKEA brand is really one of the most famous, iconic and most unusual brands in the whole world.
Other famous iconic brands:
• Hush Puppies. Famous iconic brand
