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Customer-Based Brand Equity Model for

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by

Melissa Baker

on 20 April 2015

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Transcript of Customer-Based Brand Equity Model for

Keller's Customer-Based Brand Equity Model for
OVERVIEW
OVERVIEW OF IKEA

Founded by Ingvar Kamprad in 1943
Swedish Company
26th position on
(Interbrand.com)
Operates in 40 countries
139,000 employees
9.5% sales growth in 2012
BRAND
SALIENCE

Eye catching Logo

Global Awareness:
Slogan
"Makes small places big"

(Addslogans.co.uk)
Price strategy:
Modern and quality products at affordable prices!
Product recognition:
The shape, design and vast array of products
Clear identity portrayal
BRAND
PERFORMANCE
Unique Characteristics:
One Way Maze store layout, flat packing
Highly functionality of products:
durable, eco-friendly, reliable
Experience/service:
High Consumer involvement (self-serve, self assemble, use of restaurants & playground)
Competitive pricing:
Elastic
By
Hollie Folbigg
and Melissa Baker

International
Marketing

IKEA: "The Worlds Largest Furniture Retailer"
Company Vision...
“To create a better everyday life for the many people”
BRAND
IMAGERY
IKEA aims to meets the Psychological and social needs
of their customers through...
"What you see is what you get"
CONSUMER
FEELINGS
"Making life easier"
CONCLUSION
A HIGHLY SALIENT BRAND
A REPUTABLE BRAND
GLOBALLY RECOGNISED
REPEAT CUSTOM
MINTEL STATES:
Ikea to be the most popular online furniture store in 2013
(source Mintel)
MEANS END
CHAIN ANALYSIS
(Kaciak and Cullen 2006)
VALUES:
Affordable, making life easier, modern catering for all customers and household needs
CONSUMER JUDGEMENTS
CUSTOMER-BASED
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...
Hertiage:
Logo
Catering for:
families/young adults/students/ low income
Purchase and usage situations:
Storage, price, in-store experience, functionality
Marketing techniques:
Adverts, Visual ideas, Plackards, Facebook, Pinterest
IKEA Phone app:
lets shoppers try before they buy
(Source: The Guardian.co.uk
PHYSICAL CONSEQUENCES:
Trendy, happy, stylish, self-satisfaction, organisation
FUNCTIONALITY:
Easy to assemble, Easy to buy, Storage, Minimalistic
ATTRIBUTES:
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"
Source: Reviwcentre.com
Happy
Excited
Security
Love
Fun
Relaxed
Satisfied
(Source: cnx.org)
Atkinson and Shiffrin's (1968)
Information-Processing Model
CONSUMER
BRAND RESONANCE
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
CRITIQUE:

To investment time improving the logistics department following recent reviews!
IKEA IS...
Thank you for listening!
(Source: Ikea.com)
(Source: Ikea.com)
(Source: Ikea.com)
Full transcript