Great IKEA!: A brand for all the people

Great IKEA!: A brand for all the people

by Elen Lewis
     
 

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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. Unlike the majority of the top international brands, IKEA is not American-owned. This book - now updated and revised - tells the

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Overview

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. 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.

Product Details

ISBN-13:
9781905736164
Publisher:
Marshall Cavendish Books, Limited
Publication date:
07/01/2008
Series:
Great Brand Series
Pages:
192
Product dimensions:
5.10(w) x 7.70(h) x 0.60(d)

Meet the Author

Elen Lewis is a freelance journalist who has written for the Financial Times and New Media Age. She was previously the Editor of Brand Strategy Journal and is the author of eBay (Marshall Cavendish, 2008). She lives in Twickenham.

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