Brand Analysis of IKEA

IKEA is a ready-to-assemble furniture, home appliances, accessories, and decoration products manufacturing Swedish multinational company. Ingvar Kamprad founded the furniture brand in 1943. The company has established a network of approximately 482 retail chain stores in various countries across the globe. Today, we’ll discuss the brand analysis of IKEA; it focuses on its mission, vision, values; customer reviews, social media presence, marketing campaign analysis, web and social media traffic, customer journey, and target audience demographic.

Brand Analysis of IKEA

Let’s discuss the brand analysis of IKEA; some of the main elements involved in the IKEA brand analysis are as follows;

Mission, Vision, and Value of IKEA

The mission statement of IKEA is to provide a wide range of functional and well-designed products home furnishing products and goods to customers at an affordable price range. The objective of the company is to create a better life and future for everyone.

The vision of IKEA is much more than just the production of home furnishing products and goods. The furniture brand has made a strong commitment to make a positive impact on the world. The company does so through responsible sourcing of raw material; helping customers with its products to live sustainably in their houses and personal lives.

However, the vision is to tell people why the brand exists and what the company plans to achieve through its products and goods. Some of the main values of IKEA are as follows;

• Leading by example
• Togetherness
• Taking care of the nature, people, and the environment
• Cost efficiency
• Simplicity
• Renewable and improving
• Different in terms of meaning
• Empowering people and community responsibly

Customer Reviews and Feedback about IKEA

The online customer reviews, star ratings, and feedback analysis of IKEA on various platforms are as follows;

• Consumer Affair: 1.7 stars rating out 1977reviews
• Trust Pilot: 1.5 stars rating out of 5602reviews
• Reviews.io: 1.5stars rating out 1599 reviews
• Trip Advisor: 4 stars rating out 1reviews
• Glass Door: 3.9stars rating out of 15315 reviews
• Dubai Reviews: 5 stars rating out of 100reviews

The online customer reviews, star ratings, and feedback analysis of IKEA show that the furniture brand has a mixture of both good and bad reviews. The happy and satisfied are sharing their positive experience and high star rating of the brand. On the other hand, the dissatisfied customers are sharing their discontent and negative experience of the brand.

Social Media Presence of IKEA

The social media following and network of IKEA on various social media platforms is as follows;

• Instagram: 1.6million followers
• X: 46.1Kfollowers
• Facebook: 32.9Million followers
• LinkedIn: 3 million followers

IKEA has a strong presence and a very large following network on various social media platforms. The furniture brand regularly posts pictures and videos of the latest and unique designs of furniture and home furnishing products and how they’re making life simpler and easier. However, the proactive social media presence would help the furniture brand gain insight into the interests and preferences of customers.

Marketing Campaign Analysis of IKEA

IKEA runs various types of marketing and advertisement campaigns for the promotion of its products and goods and brands. The furniture brand employs various media channels; traditional and digital media channels, video gaming, sponsorship of mega events, environmental sustainability initiatives, and other promotional campaigns. Multiple marketing campaigns and employing various channels would help the company amplify its customer’s market reach, network, and sales.

Web and Social Media Traffic of IKEA

The web and social media traffic of IKEA on various media platforms is as follows;

• Traffic: 219.6Million monthly average visitors
• Average Duration: 5.01 minutes

The source of web and social media traffic comes from the following countries:

• USA: 21.47%
• UK: 7.86%
• Germany: 7.17%
• Canada: 6.36%
• France: 6.06%
• Others: 51.09%

The proportion of web traffic comes from the following media channels:

• Direct: 51.97%
• Referrals: 3.36%
• Organic Search: 31.92%
• Paid Search: 10.67%
• Social: 1.25%
• Email: 0.24%
• Display: 0.58%

Percentage of traffic comes from following social media platforms;

• YouTube: 43.79%
• Facebook: 18.70%
• Pinterest: 9.48%
• Reddit: 16.66%
• WhatsApp: 3.54%
• Others: 7.76%

IKEA Customer’s Journey

The customer’s journey IKEA starts with running various types of marketing and advertisement campaigns. They spread brand awareness and attract the attention of customers with unique furniture designs and household products. However, promotional offers and ads would make customers visit the company’s retail chain furniture stores. If the furniture satisfies their requirements; they would buy the product; otherwise they would switch to other furniture brands.

Target Audience Demographic of IKEA

The demographic segment of the target audience of IKEA is as follows;

• Age: 18 to 64 years old
• Gender: 48% men and 52% women
• Education: Well aware of the furniture
• Income: medium
• Interest: fashion, furniture, household products, decoration
• Social Status: middle class and medium

The demographic segmentation of IKEA allows you to create a buyer persona and customer avatar of the targeted customers. They are both men and women from various age groups; they have a medium education level, and interest in home decoration and household products.

Conclusion: Brand Analysis of IKEA | IKEA Brand Analysis | Strategic Analysis of IKEA

After an in-depth study of the brand analysis of IKEA; we have realized that IKEA is the world’s leading furniture products manufacturing brand. If you are learning about the IKEA brand analysis; then you should keep in mind the abovementioned mission, vision, values; customer reviews, social media presence, marketing campaign analysis, web and social media traffic, customer journey, and target audience demographic.