Have you ever thought about the importance of your emotions while making a new purchase? I’m sure that most of the time, before clicking the "Pay Now" button, you feel a small doubt lingering in your mind about whether you truly need it. But let’s be honest …90% of the time, shopping is driven by a spark of inspiration that, without us even realizing it, externally creates the desire to buy something that might not be a necessity but makes us feel fulfilled.
Let’s talk about IKEA: how can this blue-and-yellow store be so popular for its furniture and its Swedish meatballs at the same time?
Before visiting the store for the first time, I might have thought the combination was improbable. However, after walking through the various showrooms filled with stunning ideas and starting to imagine my life in those perfectly curated spaces, I understood — I wasn’t buying because I needed to. I was buying because everything perfectly matched my identity and gave me emotional value in exchange for my purchase.
When it comes to image and brand management, IKEA provides the perfect example of how
to excel—not just with its furniture — but also with its world-famous meatballs. IKEA doesn’t sell meatballs merely to provide food; it’s part of a deliberate marketing and brand strategy that focuses on building a relationship with the customers. These meatballs give customers a unique reason to return while reinforcing the Swedish identity of the company.
In the end, what IKEA offers is much more than furniture or food. What’s truly being exchanged in this superstore is experience, value, and loyalty, three essential elements for achieving successful brand management in any business.
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