Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How IKEA Built a Brand on Flat-Pack Experience
Episode 18 of Building Brands with Fexingo dives into IKEA's unique brand strategy. Lucas and Luna explore how the Swedish retailer turned its flat-pack, self-assembly model into a core brand asset rather than a cost-saving compromise. They discuss the 'IKEA effect' — the psychological value customers place on self-built furniture — and how the company uses its showroom maze, Swedish meatballs, and democratic design to create a retail experience that competitors can't replicate. The episode also touches on IKEA's recent shift toward circular economy and rental models…
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