The blog birthed from Strategic Brand Management course at Skema Business School to make a brand audit of MUJI and IKEA.
From October to December, the blog will be frequently updated with further articles and analysis about IKEA and MUJI’s strategies on the similar home furniture market.
Brand audit contents
Chapter 1: A look into MUJI and IKEA‘s background
Chapter 2: Brand Positioning: an analysis of the brand’s identity
Chapter 3: Brand Positioning: Perceptual Mapping
Chapter 7: Distribution Strategy
Chapter 9: Lovemarker or Not?
Chapter 10: SWOT Analysis of MUJI and IKEA
Chapter 11: Competititve Framework MUJI & IKEA
Chapter 12: Points of Parity / Points of Difference
Chapter 14: Advertising strategy
Chapter 16: Brand Architecture & roles of brands within the portfolio
Chapter 17: Leveraging brand (co-branding & extensions)
Chapter 18-A: MUJI: CBBE Model & Pyramid
Chapter 18-B: IKEA: CBBE Model & Pyramid
Chapter 19-A: MUJI: Summary of Brand Equity
Chapter 19-B: IKEA: Summary of Brand Equity
Chapter 20: Growing MUJI and IKEA‘s CBBE Model & Conclusion
Stories:
IKEA: Quand Ikea recrée des peintures célèbres en photos avec ses meubles
Thank you
MUJIKEA Team Members – Anthony LAU, Noémie JULIENNE, Charlotte HO Hsin Tyng, Vina HU Juan Ku, Alice PIERRON
Mujikea 