How IKEA build their brand equity

The CEO of Sunkist Growers, Russell L. Hanlin, saying that “An orange … is an orange … is an orange. Unless, or course, that orange happens to be a Sunkist, a name eighty percent of consumers know and trust.’’(Aaker 1996,p.2) 



I absolutly agree to the CEO says, it is the brand make it differences from consumer mind

So, what exactly a brand it is ? and how IKEA built their brand equity?

Brand types

Unle classified brand from three perspective , which is fresh for me at the frist time, but can easily undersatanded it with the example from daily life.

FIRST POST

I remmebered i was signed in this bloger last year ,, but never post anything on it ><
It has been  a long time for me havnt  post the bolg ,,,coz weibo (chinese twitter) apper,,,that  i become lazier ,even the 163 ` i spent less and less time on it , only check my friends update when the day  i remmember :(