The Swedish IKEA claims to have revealed how much its brand is now worth, by selling the right to its trademark and a logo of one of its subsidiaries for €9bn. It’s the first time the Swedish giant went public with the information, though the transaction does not appear to have been conducted to a third party.
According to the company’s statement, the foundation Interogo sold the rights to brand to one of its subsidiaries, Ikea Systems in the Netherlands. “If you buy Ikea’s brand you are simultaneously buying all the customer relations and good will that the company has worked for. That’s what you pay for – not the logo,” said Bengt Hakansson of Brand Clinic.
