2. T ARGET AUDIENCE Brand for All People The IKEA concept As many people as possible Apps & brochures Kids  old people Family Erasmus, students Low prices

3. B RAND IMAGE Form Good design Low prices Functional Service

4. See their products Different stunts  attraction Unusual, interactive & memorable

5. P EOPLE & PLANET POSITIVE Light bulbs  LEDs Invest in solar energy Buildings with solar panels Cotton: sustainable sources

6. N AME I ngvar K amprad E lmtaryd A gunnaryd 1943, Sweden

7. P OSITIONING Worldwide 347 stores in 43 countries

9. P ACKAGING Build it yourself  flat pack Functional Environmental awareness Paper package  wood

10. Slogan