How does IKEA come up with names for its products?
IKEA's often-amusing product names are no accident; they're the result of a meticulously structured system rooted in Swedish heritage. Founder Ingvar Kamprad, who struggled with numbers, established this practical solution that blossomed into a core brand identifier. This article details the specific rules and categories, satisfying a common curiosity about the quirky yet systematic approach behind a global retail giant.
The Lowdown
IKEA's seemingly whimsical product names are, in fact, the result of a deliberate and structured naming convention, deeply rooted in the company's Swedish heritage. This system, originally devised out of a practical necessity by founder Ingvar Kamprad, has evolved into a key element of the brand's identity and global appeal.
- The naming convention originated because Ingvar Kamprad struggled with numbers, opting for descriptive words instead of codes.
- Product names exclusively use Swedish words, embodying IKEA's Swedish identity, Småland heritage, and values.
- A strict categorization system dictates name origins; for example, sofas get Swedish place names, bookshelves use men's names, and children's products feature animal or nature terms.
- Each potential product name must be a real Swedish word, 4-12 letters long, ideally containing Å, Ä, or Ö, "feel good to say," and be free from trademarks or being a surname.
- Names undergo careful vetting to avoid undesirable meanings, political, or religious connotations in other languages globally.
- For services, functions, and communications, IKEA uses descriptive names in the local language for clarity and ease of understanding.
- Approximately 2,000-3,000 new products are named annually under this consistent system.
This systematic approach ensures brand consistency and reflects cultural heritage, transforming what could be a mundane logistical task into a playful and universally recognizable aspect of the global IKEA experience.