Cultural Branding: Icons and Culture. The case of IKEA

Corporations produce brands, not products. That is what Klein claims in her book No Logo published in 1999. But that has not always been the case, she also specifies. Indeed, it all began with the rise of factories. Factories started to produce “uniform mass-produced products” (Klein, p.27) that didn’t really present any characteristic difference to…Continue reading Cultural Branding: Icons and Culture. The case of IKEA