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.
编辑推荐
Jean-Claude Larreche, Alfred H. Heineken professor of marketing, INSEAD
"A great book about a great brand."--This text refers to an out of print or unavailable edition of this title.
Rita Clifton, Chairman, Interbrand
"Lively and intriguing book"--This text refers to an out of print or unavailable edition of this title.
作者简介
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.
| 出版社 | Marshall Cavendish Limited |
|---|---|
| 作者 | Elen Lewis |