IKEA Branding Strategy

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Brand is something to be created by deep understanding of culture, traditions, fashion updates, trend in market and demand in market. An organization or firm, which fulfills the requirements of all the qualities of the market by using branding strategies, will stand first and will have good name in the society. IKEA will stand as a good example, as it fills all the requirements of a perfect retail brand strategy. Ethical branding and ethical market make the brand famous and increases the reputation of the company brand choices are done by keeping various specifications in mind and there are traditional large scale retailers or modern apparels producers, all of them contribute to the growth of the market.

The whole story of retail brand strategy started in Sweden in its southern part. We will actually be surprised to know that owner of this company was just in his teens and he started this company by transporting the goods with the help of milk transport service to railway station. The company has grown large and is having around 70,000 people working in it and has a billion turnover. In IKEA brand strategy can be particularly said as group of ideas, belief and moral values that communicate with a set of brand choices modifying them to convert into a well groomed product, very rich in values, inheriting tradition.

This paper starts by giving a critical review on four recent articles regarding Retail Branding Strategy in an international perspective, followed by the identification of a research gap derived from the very same articles. Furthermore a research question shall be formulated for possible future research, in addition an illustration shall be giving what this research could look like and how it could provide a ...

... middle of paper ...

... in Italy, International Journal of Retail & Distribution Management, Vol. 40, No. 2, pp. 109-127.

Swoboda, B. & Haelsig, F. & -Klein, H.S., & Morschett, D., (2009) Moderating role of involvement in building a retail brand, International Journal of Retail & Distribution Management, Vol. 37, No. 11, pp. 952-974.

McColl, J. & Moore, C., (2011) An exploration of fashion retailer own brand strategies, Journal of Fashion Marketing and Management, Vol. 15, No. 1, pp. 91-107.

Burt, S. & Davies, K., (2010) From the retail brand to the retail-er as a brand: themes and issues in retail branding research, International Journal of Retail & Distribution Management, Vol. 38, No. 11/12, pp. 865-878.

Ailawadi, K.L. and Keller, K.L., (2004) Understanding retail branding: conceptual insights and

research propositions, Journal of Retailing, Vol. 80, No. 4, pp. 331

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