From IKEA’s Brand Tracking to Brand Growth

Brand trackers are often treated as KPI dashboards – useful for reporting but limited in answering the key question: What are our pathways to growth? At IKEA, we redesigned global brand tracking to move beyond measurement and turn it into a strategic decision-making tool. We shifted from tracking our own footprint to understanding the total market, integrating consumers, competitors and category dynamics while combining global scale with local context.

We’ll share how we use tracking to connect global insight with local context across 64 markets, enabling sharper choices on investment and creative direction. We will show how a tracker can evolve from passive reporting to actively guiding marketing strategy, helping the organisation align around where to play and how to grow.

• How can we look beyond our current customers and focus on potentials for growth?
• How can brand tracking guide investment and targeting decisions, not just report performance?
• How do you connect global brand strategy with local cultural context in a scalable way?