Great IKEA!

A Brand for All the People

By: Elen Lewis

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Paperback | 1 July 2008 | Edition Number 2

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IKEA designs dominate homes around the world. It has made design affordable and attainable to the masses. All brands dream of reaching such an integral and accepted place in society, and of being indelibly written into people's lifestyles, like IKEA. Unlike the majority of the top international brands, IKEA is not American-owned.

This book - now updated and revised - tells the story of IKEA and the magic behind its brand. Elen Lewis examines IKEA language and Swedish provenance as a branding technique; how this non-American brand spread so rapidly across the globe; and how it has become a force for social change. It is rare for a brand to have such an impact on society. Many brands think they do, but they don't. Through its clever branding and product innovation, IKEA has persuaded us that fashion is no longer about what you wear, but how your home is decorated.

About the Author

Elen Lewis is the Editor of Brand Strategy, the highly respected journal for the branding community. She contributes regularly to the Financial Times, The Independent, and The Guardian newspapers.

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