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Customer-Based Brand Equity Model for
Transcript of Customer-Based Brand Equity Model for
OVERVIEW OF IKEA
Founded by Ingvar Kamprad in 1943
26th position on
Operates in 40 countries
9.5% sales growth in 2012
Eye catching Logo
"Makes small places big"
Modern and quality products at affordable prices!
The shape, design and vast array of products
Clear identity portrayal
One Way Maze store layout, flat packing
Highly functionality of products:
durable, eco-friendly, reliable
High Consumer involvement (self-serve, self assemble, use of restaurants & playground)
and Melissa Baker
IKEA: "The Worlds Largest Furniture Retailer"
“To create a better everyday life for the many people”
IKEA aims to meets the Psychological and social needs
of their customers through...
"What you see is what you get"
"Making life easier"
A HIGHLY SALIENT BRAND
A REPUTABLE BRAND
Ikea to be the most popular online furniture store in 2013
(Kaciak and Cullen 2006)
Affordable, making life easier, modern catering for all customers and household needs
BRAND EQUITY MODEL
We are using KELLER'S ( model to identify and an analyse IKEA as a brand
IKEA'S has a Unique Brand performance because of their...
families/young adults/students/ low income
Purchase and usage situations:
Storage, price, in-store experience, functionality
Adverts, Visual ideas, Plackards, Facebook, Pinterest
IKEA Phone app:
lets shoppers try before they buy
(Source: The Guardian.co.uk
Trendy, happy, stylish, self-satisfaction, organisation
Easy to assemble, Easy to buy, Storage, Minimalistic
Durable, reliable, fair quality, modern, sensible, austere, sustainable, simple and responsible
Based on Brand Performance and Image
Cheap and has everything!
Involve consumers through in-store experience
Trustworthy and loyal
Products meet needs of consumer through design, price and functionality
Family orientated- Stores are family friendly
Fashionable, retro and quirky
Reviews: "Terrible customer service"
"Delivery service rubbish"
Atkinson and Shiffrin's (1968)
Highly salient by...
Consumer recall through IKEA's affective stimuli
Due to business attributes customers are loyal and committed
Family loyalty card
Sponsors various charities such as: UNICEF, WWF and save the children
Easy to use website
To investment time improving the logistics department following recent reviews!
Thank you for listening!