Question

Trademark and Global protection explain and use ikea as an example.

Global Consumer Differences explain and use ikea as an example.

Answer 1

- Trademarks are a sign that is registered to differentiate goods or services from other competitors. Intellectual Property Rights (IPR) is used to protect the Trademarks. In today’s competitive business environment, it is essential in the business world to protect the signs/symbols from other competitors. It is a successful marketing tool to establish the brand/company in the industry.

For a global protection, the trademarks are protected in the global market by filing for trademark application with the respective trademark office in the country in which it operates or use WIPO (World Intellectual Property Organization) system to protect the trademarks in the international level.

IKEA has registered more than 1000 trademarks globally to protect the business logo and the product designs. IKEA is a Swedish Furniture Company and the brand is not only known for its trademark but also its business concept is like a trademark in its style. IKEA has many marketing strategies and they are used to attract the consumers in many ways.

- Global Consumer Differences refers to consumers who have different behaviors of global consumption. For example, IKEA operates and implements marketing strategies based on global consumption pattern. Though IKEA is a Western company, the company invested heavily in market research for investing in India. It was essential for IKEA to understand Indian consumer preferences which helped them to successfully launch their store in India. IKEA has a small eatery in their store which caters only Indian food and not pastas or burgers as preferred in the Western market.

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