Brand Management System - Overview of the IKEA - Case Study Example

The paper "Brand Management System - Overview of the IKEA " is a perfect example of a management case study. Every business company usually seeks to have the best brands presented to the market at all times. The brand quality sells out a business and further promotes its activity. One of the ways through which modern business have attempted to maintain a better brand in the market is through promoting a better corporate image and also enhancing a better reputation management system (Hon and Grunig 1999). The image of the business is very essential since it defines how the market views a certain business organization. A positive image is more beneficial as compared to a negative image associated with negative perception. Therefore, most of the players within the corporate world tend to ensure that they maintain a proper reputation at all costs in the market (Aaker 1996). The reputation of a business is essential in guaranteeing positive sales, returns and an attracted client base as opposed to a negative reputation which is deemed as repulsive and regressive to the activities of the business. The brand management system run by different organizations is intended at building a positive reputation and image for the particular brand offered to the market so as to advance their performance amid the intense competition. In fact, every business engages in respective promotional activities for purposes of enhancing its profitability. Therefore, the brand management system is one o the way through which modern businesses tend to achieve this goal (Afzal et al. 2010)

The intense use of social media has been regarded as one of the ways through which a business may suffer the negative effects of poor reputation. Customers tend to go for quality and sufficient brands as well as products or services which have better reputations. For example, companies which have their image destroyed in the social media due to poor reputation may have difficulty in convincing the potential customers to purchase their products or services. Alternatively, companies or even businesses which enjoy a positive reputation have a lot of ease promoting their products in the market. Therefore, brand management systems which have been on the increase in the modern companies are aimed at monitoring what people say, how the media views the businesses and better ways of advancing the reputations of the companies (Akdeniz et al. 2013).

The brand of a company acts as its advantage in the market, especially in this highly competitive market. There has been a great competitive force in the modern industries, and this has therefore given a vantage point to the companies which have a competitive edge. The development of a positive reputation and a better corporate image has therefore been one of the ways through which modern companies help to achieve a competitive advantage. Therefore, the use of brand management systems has been used as a way to promote a positive brand and reputation in the market. This study aims at discussing the brand and reputation management of IKEA which has recently suffered from a number of reputation concerns (Alden et al. 2013). The study intends to focus on the case study and the media information which tend to impute a negative reputation and has, therefore, had a negative effect on the performance of the company.