Branding – IP portfolio

by example of Ikea
Presented by: Jimena Baños
 Presentation Outline
Ikea trademarks:
logo and product Copyrights and IKEA's Branding
History names Trade Secrets Strategies

1 2 3 4 5 6 7 8
IKEA Business Design and Innovations in
Conclusion
Strategy and Utility Patents Sustainability
Competitive
Advantage
History of Ikea
Ikea, founded in 1943 by Ingvar Kamprad, started as a
small mail-order business in Sweden. The company's
name is an acronym for the founder's initials (I.K.) and
the first letters of the farm and village where he grew up
(Elmtaryd and Agunnaryd). Over the years, Ikea has
grown from selling small items like pens and wallets to
becoming one of the world's largest furniture retailers.
The IKEA catalog, first published in 1951.
IKEA Business Strategy and
Competitive Advantage

Offering the lowest prices.

Increasing variety of products. Ikea renews its
product range launching 2000 new products
every year.
International market expansion strategy.
Benefiting from strategic alliances.
 Ikea trademarks:
logo

The Ikea brand name, as well as the iconic

blue and yellow logo, are likely registered
trademarks, providing legal protection and
exclusivity
 Ikea trademarks:
product names
Distinctive Product Names: Trademarks for product
names such as "Billy" (bookshelves), "Ektorp" (sofas),
and "Kallax" (shelving units) protect these names and
contribute to brand recognition.
IKEA’s Design and Utility
Patents
Furniture Designs. Ikea's unique and
innovative furniture designs, such as the shape
of the "Poäng" chair or the "Malm" bed frame,
may be protected by design patents.

Functional innovations, like specific

mechanisms for foldable tables or storage
solutions, may be protected by utility patents.
 IKEA’s Copyrights
and Trade Secrets
Catalogs and Marketing Materials

Patterns and Textile Designs (curtains, bed linens,

rugs)

Virtual Planning Tools and Software

Store Layout and Design

Sustainable Sourcing and Manufacturing Practices

Innovations in Sustainability in
Ikea's IP portfolio

Sustainable materials
Circular Economy Initiatives
Renewable Energy
Product Life Cycle Assessment.
Packaging Innovation
IKEA's Branding Strategies

“Democratic Design”

is a core concept at Ikea, emphasizing five key principles: form,

function, quality, sustainability, and low price. This approach
ensures that Ikea's products are not only aesthetically pleasing
but also functional, of high quality, environmentally
sustainable, and affordable.
IKEA's Branding Strategies

Flat-Packaging and Self-Assembly

Furniture is sold in compact, flat boxes, which reduces

transportation costs and allows customers to assemble
the products themselves.
IKEA's Branding Strategies

Mission and Values

Ikea's mission is to offer a wide range of

well-designed, functional home furnishing
products at prices so low that as many
people as possible can afford them.
IKEA's Branding Strategies
Engaging Shopping Experience
Ikea stores are designed to provide an immersive and engaging
shopping experience. The showroom-style displays, winding
paths, and the opportunity for customers to interact with
products contribute to an enjoyable visit.
 Conclusion
IKEA's profound brand identity, unwavering intellectual
property protection, and sustainable innovations have
collectively solidified its position as an industry leader
and a beloved, globally recognized brand.
 Thank you
for listening!