The influence of brand culture on Enterprises: a case study of IKEA

DOI

10.2991/iafsm-18.2019.11How to use a DOI?

Keywords

Brand culture; Corporate culture; IKEA

Abstract

Nowadays, people's living standards are rising very fast, and material needs have been greatly satisfied. However, on the other hand, our spiritual and cultural needs are very scarce. This also gives entrepreneurs a revelation: who first instill their brand culture into the hearts of consumers, who won the commanding heights of the industry. Therefore, an enterprise needs its own brand culture, as long as consumers have the cultural quality consistent with the brand culture, it will greatly enhance the brand strength, and then obtain commercial profits. Through the analysis and explanation of IKEA's case, this paper introduces the related knowledge of brand culture, and provides reference for the further development of brand culture in other enterprises.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zengfang Gong
AU  - Xiaoyu Jiang
AU  - Liang Liu
PY  - 2019/03
DA  - 2019/03
TI  - The influence of brand culture on Enterprises: a case study of IKEA
BT  - Proceedings of the International Academic Conference on Frontiers in Social Sciences and Management Innovation (IAFSM 2018)
PB  - Atlantis Press
SP  - 68
EP  - 71
SN  - 2352-5428
UR  - https://doi.org/10.2991/iafsm-18.2019.11
DO  - 10.2991/iafsm-18.2019.11
ID  - Gong2019/03
ER  -