Book Review: Great Ikea! A Brand for All the People

2854 Words Oct 15th, 2013 12 Pages
TABLE OF CONTENTS

Topic
Page

1.0 INTRODUCTION OF THE AUTHOR
2.0 BOOK REVIEW
3.0 REFERENCE
4.0 APPENDIX

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2
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1.0 INTRODUCTION OF THE AUTHOR
Elen Lewis is an experienced writer, editor, author and ghost-writer of books, annual reports, websites, blogs, magazines, newsletters, Facebook pages, articles and tweets. She has been the editor of The Marketing Society for eight years and the editor of 26 for two years. She is also a writing trainer who helps organisations in writing more efficiently and effectively. Her clients include Unilever, Diageo, BP, Vodafone, The Marketing Society, 26, Start, DHL and many more
In this book – Great Ikea! A Brand
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I suspect not. We’re the Ikea generation. We buy sofas and tables for a quick fashion fix, like shoes and dresses. The things I inherit from my parents, I’ll pass on. But it won’t be Ikea because their furniture doesn’t pass the test of time”
The author believes that we as customers become part of Ikea because we have to participate in the process. Ikea thinks it is good for us if we learn to build our furniture by collecting them from the warehouse, haul it onto the car roof or boot and take it home, all by ourselves. This participation means we belong more to the Ikea brand than any other brands in our lives. We indirectly became part of Ikea’s brand and business model and we are one of the reasons its prices are kept low and lower. In a way, this is one of the key ideas behind Ikea and this is why it is different from other furniture retailers. This is an innovation that Ikea owns and this is what differentiates it from the competition.
Apart from emphasizing its Swedish and Scandinavian design and quality, Ikea also promotes a simple philosophy which “We do our bit, you do your bit, and together we save money”. The founder of Ikea, Kamprad believes that pricing plays a very important role in Ikea. Through an interview with a store manager, he mentioned that on one of Kamprad’s store visits, he actually approach and questioned some customers and ask whether the items they are buying worth the amount that they are paying
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