Is often the most invisible things of value , for an enterprise that is the brand . Usually associated with a product brand loyalty in this market , visibility , and consumer confidence and credibility in the eyes , it is a symbol of excellent quality products and excellent service , it is a guarantee for consumers . Each brand has different brand value , which is the root cause of the price differences. Brand is not a sale of goods that can be used , which is the crown jewel of the brand .
In this paper, the theory of brand -related research foundation , a brief review of the IKEA brand growth process, and then from the brand positioning , brand design , brand image, brand communication , brand extension of the IKEA brand strategy research in five areas . And through questionnaires from the consumer's point of view to understand the company's brand strategy implementation effect , on this basis , the company made a number of shortcomings that exist in the current brand strategy , and through analysis, from the brand credibility , brand image, brand loyalty brand efficiency , brand competitiveness in these areas to be optimized.