Part of the brand analysis project undertaken during my Marketing Certificate course at UCLA Extension.

1. A Means-End Chain Analysis
By Kripa Pattabiraman

2. CONCRETE
ATTRIBUTES

4. Material | Wood, looks better than other materials, great finish

6. Packaging | Flat-packed, compact, easy to ship and store

8. Assembly| Assembly guide with detailed directions and pictures

10. Origin| Conceptualized and designed in Sweden

12. Color| Subtle, earthy, muted solids, options

14. Size| Built for apartments, medium-sized homes

16. Weight| Lighter than other furniture, not too hard to lift

18. Store| Display of living spaces made with the store’s furniture

20. Sales people| Don’t disturb while browsing, but ready to help

22. Price | Known for how cheap they are

24. Variety| Wide range in every product type

25. ABSTRACT
ATTRIBUTES

26. “The design of home furnishing products at IKEA starts with an
understanding of people’s everyday needs at home, especially the needs of
the majority of people, who have limited incomes and limited living spaces.
This is how IKEA succeeds in offering well-designed, functional products at
prices so low that most people can afford them.”

27. Aesthetics| Functional, yet modern and innovative

29. Brand| World-renowned, popular, is perceived well

30. Sources
Images
1.Ikea Logo: http://www.heart.co.uk/solent/win/ikea-bedroom-vouchers
2.Ikea wardrobe: http://www.ikea.com/ae/en/catalog/products/30251271/
3.Steel wardrobe:
http://www.godrejinterio.com/godrej/GodrejInterio/products.aspx?id=29&menuid=3
4.Pink wardrobe: http://www.ghfurniture.in/gh-wardrobe.html
5.Ikea flat pack bed: http://www.insideflows.org/project/flat-pack-furniture
6.Ikea flat pack chair: http://
assets.inhabitat.com/wp-content/blogs.dir/1/files/2012/01/ikea-flatpack-furniture-3

31. 7. Ikea flat pack lamp:
http://inhabitat.com/wp-content/blogs.dir/1/files/2012/01/ikea-flatpack-furnitu
8. Ikea assembly instructions 1:
http://www.ikeafans.com/forums/assembly-installation/25069-ikea-assembly-in
9. Ikea assembly instructions 2: http://allthingsd.com/20120813/latest-front-
in-the-apple-vs-samsung-battle-jury-instructions
10. Ikea assembly instructions 3:
http://www.flickr.com/photos/yenzdesign/5333273151
11. Sweden flag: http://rayesri.blogspot.com/2010_06_01_archive.html
12. Cart: http://www.junocrates.co.uk/news/wp-
content/uploads/2012/11/ikea-boxes-on-cart.jpg

32. 13. Store display 1:
http://www.flickr.com/photos/dcmaster/6790704120/lightbox
14. Store display 2:
http://www.flickr.com/photos/dcmaster/6790690100/sizes/m/in/photostr
eam/
15. Ikea catalogue: http://www.who-sells-it.com/cy/ikea-australia-3503/ikea-
catalogue-2009-17442/page-11.html
16. Price:
http://www.flickr.com/photos/roboppy/510381367/sizes/m/in/photostrea
m
17. Ikea table, couch, room display, employees, product range, abstract design:
www.Ikea.com

33. THANK YOU.
That’s all folks!