REPUTATION OF IKEA BRAND DURING THE WAR IN UKRAINE

Abstract

The article considers the essence of such concepts as the price of the brand, the position of IKEA business, positive and negative reputation during the war in Ukraine.  The reputation of the IKEA brand, with especially focus in conditions during the war in Ukraine was analyzed. The importance of good reputation for the brand and its properties are highlighted. The   position of the brand during the terrible war of Russia in Ukraine, the marketing activities of the brand, which indicate that the IKEA brand does not support the war of Russia in Ukraine, are important, because reputation can change every moment. If  brand is not trusted, then it is quite possible that  customers will also go over to  competitors, who will have a much better reputation. In general, this way how a brand company  can lose a very large number of customers and in result  this will reduce the profitability of a company business, go bankrupt. The customer considerштп about the company only with a good reputation and understanding by the brand  how to build a great company reputation with possible ways was taken into account. Brand reputation as a system of consumer expectations and evaluations related to the brand were analysed. Brands penetrate all spheres of everyday life. For consumers, they serve as an indispensable reference point, and for companies  - a way to build a reputation and image in the market. Brand attractiveness can affect competitive the advantages of the product are not less than its quality or price. In short, a recognizable brand is one of the most valuable intangible assets a company can have. Brands are an important part of everyday life. Brands help consumers realize their preferences in the market. They have a reputation for quality, functionality, reliability and other features that ultimately allow consumers to make choices when making a purchase decision. Equally important is the image of brands - the image of luxury, style or social responsibility - which is important for buyers and which, consequently, influences what goods and services they buy.