IKEA - a megabrand with personality?

Student thesis: Master Thesis and HD Thesis

  • Anne Louise Berg Thomsen
4. term, Communication, Master (Master Programme)
This master thesis revolves around branding and how organizational identity is an important part of the strong brand.
With the megabrand IKEA as case for the thesis, this assignment explores how communication and marketing as well as self presentation has a meaning and influence at the brand’s popularity and growth. The aim is to understand the complexes in which the brand of IKEA exists, as well as the diversity of the communication in several platforms and media such as instore billboards, home page, TV commercials and the yearly catalogue. Despite of the diversity, it seems that IKEA successfully manages to communicate recognizable messages and core values, which in a learning prospect seek to present the business concept and background as a meaningful and relevant part of the contemporary brand.
In a storytelling perspective, the tale of the background and the strong beliefs, also contributes to motivate and identify the employees, which possibly can be quite of a challenge, because of IKEA’s size and worldwide representation. As the theories of storytelling tells us, economy isn’t a motivating factor by its self, but when the company’s vision and strategies are told in a meaningful matter, it motivates in an internal wise, and appeals to emotions and dedication externally, that creates a strong image. It seems that IKEA wants to present themselves as a corporate brand with a strong culture and identity with a clear voice, and despite of the complexity, one of the most relevant characteristics about IKEA is the simplicity that dominates the entire company’s ways of concept and communication.
Enjoy reading! 
Publication date2 Aug 2010
Number of pages182
Publishing institutionAalborg Universitet
ID: 35095316