IKEA, the Swedish furniture giant, is known for many things: affordable flat-pack furniture, minimalist designs, massive stores with winding paths, and, of course, its uniquely named products. Have you ever wondered why a bookshelf is called “Billy,” a sofa is “Klippan,” or a rug is “Persisk”? The seemingly random names are far from arbitrary. In fact, there’s a clever and surprisingly logical system at play, rooted in Swedish history, geography, and a touch of practicality.
Decoding the IKEA Naming Convention: A Geographical and Historical Journey
The man behind IKEA, Ingvar Kamprad, struggled with dyslexia. He found it difficult to remember numerical product codes. To solve this challenge, he devised a naming system that relies on categories and relatable words, making it easier for employees to track and customers to remember the products. This system has become a defining characteristic of the IKEA brand.
The Foundation: Swedish Roots and Category Structure
At its core, the IKEA naming system draws heavily on the Swedish language and Scandinavian history. This is not just a matter of brand identity; it’s a practical organizational tool. Each product category has its own set of naming conventions, allowing employees to quickly identify the type of product simply by its name.
- Upholstered Furniture, Coffee Tables, Rattan Furniture, Shelving Systems, Bed Storage: These often take their names from Swedish places, typically towns, villages, or landmarks. Think of “Ektorp” (a suburb of Stockholm), “Hemnes” (a village in Norway), and “Malm” (a city in Sweden).
- Beds, Wardrobes, Hall Furniture: Norwegian place names are frequently used in this category. The association with Norway adds a Nordic touch and contributes to the overall Scandinavian aesthetic.
- Dining Tables and Chairs: These frequently bear Finnish place names. Again, geographical association plays a key role in product categorization.
- Bookcases: Occupations, often those with a traditional or historical significance, are the basis for many bookcase names.
- Bathroom Items: Swedish rivers and lakes are the inspiration for these products. The connection to water reinforces the product’s function.
- Kitchens: Grammatical terms are commonly used.
- Rugs: These are often named after places in Denmark or Sweden, but also take on names with geographical associations, such as “Persisk” (Persian).
- Fabrics and Curtains: These utilize names, often first names, frequently of women.
- Lighting: Units of measurement, seasons, months, and days are often applied.
- Children’s Items: Animals, birds, and adjectives are popular in this category.
Beyond Geography: Exploring Other Naming Categories
While geographical names are prevalent, they aren’t the only source of inspiration. IKEA also uses:
- Swedish words with specific meanings: Some product names are simply Swedish words that describe the item’s function, appearance, or characteristics. These words are carefully chosen to evoke a sense of simplicity, functionality, and Scandinavian design.
- First names: As mentioned earlier, fabrics and curtains often receive first names. This adds a personal touch and humanizes the products. The names themselves are usually common Swedish names, further reinforcing the brand’s identity.
The Art of Naming: Balancing Functionality and Memorability
The IKEA naming system isn’t just about following a rigid set of rules. It’s also about finding names that are easy to pronounce, remember, and spell, at least for the target audience. The goal is to create names that are catchy and contribute to the overall brand experience.
The Process: From Inspiration to Final Selection
While the specifics of the naming process are closely guarded, it’s believed that IKEA has a dedicated team responsible for coming up with new product names. This team likely consists of linguists, marketers, and product designers. They consider various factors, including:
- The product category: The category dictates the general type of name that will be used (e.g., Swedish place name, occupation, adjective).
- The product’s design and function: The name should be relevant to the product’s characteristics and purpose.
- Memorability and pronounceability: The name should be easy for customers to remember and say.
- Cultural sensitivity: The name should not be offensive or have negative connotations in any of the markets where IKEA operates.
- Availability: The name must not already be in use by another product.
Challenges and Considerations: Navigating a Global Market
IKEA operates in numerous countries, each with its own language and culture. This presents a significant challenge when it comes to naming products. A name that works well in one country might be difficult to pronounce, have an unintended meaning, or even be offensive in another.
To address these challenges, IKEA carefully considers the cultural implications of each name. They conduct linguistic testing to ensure that the name is appropriate for each market. In some cases, they may even use different names for the same product in different countries.
Examples in Practice: A Closer Look at Specific IKEA Names
Let’s delve into a few specific examples to illustrate how the IKEA naming system works in practice.
- Billy Bookcase: One of IKEA’s most iconic products, the “Billy” bookcase, is named after a staff member named Billy Liljedahl. This example showcases the occasional use of personal names, particularly for popular and long-lasting products.
- Klippan Sofa: “Klippan” is the name of a town in Sweden. It’s a short, memorable, and easy-to-pronounce name that fits well with the sofa’s simple and functional design.
- Malm Bed: “Malm” is a city in Sweden. Like “Klippan,” it’s a straightforward and geographically relevant name.
- Lack Table: “Lack” is a Swedish word that can mean “varnish” or “gloss”. Given the table’s simple, often lacquered finish, the name is quite apt.
- Ribba Frame: “Ribba” is the Swedish word for “rib.” In the context of a frame, this refers to the part holding the picture.
The IKEA Name Game: More Than Just a Label
The IKEA naming system is more than just a quirky branding element. It’s a functional tool that helps organize products, enhance brand identity, and create a memorable shopping experience. The next time you browse the aisles of IKEA, take a closer look at the product names. You might be surprised at the stories they tell about Swedish history, geography, and culture. It adds a layer of intrigue to the shopping experience. The consistent and predictable system allows one to quickly understand the category of an item simply by knowing what a specific type of item is usually called.
The use of real words rather than arbitrary codes helps to endear the brand to consumers. It provides a unique character to the product line, humanizing what could be seen as mass-produced furniture. It is a small but effective detail in the creation of the IKEA brand image as a company that is both practical and personable. This naming convention has become a powerful tool for customer engagement, adding a unique layer to the overall shopping experience. In addition, it highlights the company’s commitment to its Swedish heritage and design principles.
Why are IKEA product names so unusual and seemingly random?
The unusual names are actually part of a deliberate and logical system, designed to help IKEA employees easily identify and locate products in their vast inventory. Because IKEA products are primarily identified by their name rather than a numerical code, the naming system helps avoid confusion and streamlines the picking process in the warehouse. The logic behind this stems from Ingvar Kamprad’s dyslexia, which made it difficult for him to remember numerical codes, leading him to create a more intuitive and memorable system.
Instead of randomness, IKEA uses specific categories to assign names. For example, Swedish place names are common for larger items like sofas, beds, and tables. Carpets often receive Danish place names, while curtains are named after mathematical terms or scientific concepts. This structured system ensures consistency and makes it easier for staff to quickly understand what type of product a specific name refers to.
What is the overarching system IKEA uses for naming its products?
IKEA’s naming system is primarily based on product type. Each category of product adheres to a specific naming convention, drawing inspiration from various sources. These sources range from Swedish, Danish, and Norwegian geography to professions, spices, and even slang terms. This categorization allows for a relative sense of order within IKEA’s vast product range, as employees can often deduce the type of product from the name itself.
For instance, bathroom items frequently get names of Swedish lakes and rivers, while fabrics and curtains often receive names related to women. Kitchen utensils are commonly named after herbs, spices, or fruits. The system is consistently applied, allowing for a structured approach to product identification and management within IKEA’s supply chain.
How does IKEA choose the specific names within each category?
The specific names are typically chosen by a dedicated naming team within IKEA. This team researches and compiles lists of potential names within each category, adhering to the pre-defined rules for each product type. While the exact selection process remains somewhat internal, it’s believed that the team aims for names that are easy to pronounce and remember, while also avoiding any potentially offensive or controversial terms in various languages and cultures.
The selection process also likely considers the availability of the name. Since IKEA has a massive product catalog, ensuring that each name is unique and hasn’t been previously used is crucial. They also have to consider trademark and copyright issues to ensure compliance with international laws and avoid legal complications. This involves thorough research and diligent record-keeping.
Is there a cultural significance behind the Swedish names used by IKEA?
Yes, there is often a cultural significance embedded within the Swedish names used by IKEA, particularly for larger furniture pieces. These names often evoke a sense of Swedish identity and heritage, connecting the products to the company’s Scandinavian roots. The use of Swedish place names, for example, can create a feeling of authenticity and familiarity for customers, especially those who appreciate Swedish culture.
However, it’s important to note that the cultural significance is not always immediately apparent to international customers. Many people outside of Scandinavia are unfamiliar with these place names and their associated connotations. Despite this, the Swedish names contribute to the overall IKEA brand image, reinforcing its identity as a Swedish company with a commitment to simple, functional design.
Does IKEA ever deviate from its established naming conventions?
While IKEA generally adheres to its established naming conventions, there are occasional deviations. These deviations often occur when IKEA is collaborating with designers or creating limited-edition collections. In such cases, the designers may have input on the product names, leading to names that are not strictly aligned with the typical categorization.
Another reason for deviation might be for marketing purposes. IKEA could select a name that is easier for international consumers to pronounce or remember, or a name that creates a particular image or association with the product. These exceptions are relatively rare, however, as consistency in product naming is important for internal efficiency and brand recognition.
How does IKEA ensure the product names are appropriate across different cultures and languages?
IKEA employs a rigorous vetting process to ensure that product names are appropriate and inoffensive across different cultures and languages. This process involves linguistic analysis, cultural sensitivity reviews, and potentially even market research. The goal is to avoid any names that could be misconstrued, misunderstood, or considered offensive in different regions.
This vetting process is crucial for a global company like IKEA, which operates in numerous countries and caters to diverse populations. A seemingly harmless name in one language could have negative or unintended connotations in another. By carefully reviewing the potential implications of each name, IKEA aims to maintain its brand image and avoid any cultural misunderstandings that could damage its reputation.
Has IKEA ever had to change a product name due to cultural insensitivity?
Yes, there have been instances where IKEA has had to change a product name due to cultural insensitivity or unintended offensive meanings in other languages. While these incidents are not frequent, they highlight the importance of the thorough vetting process the company now employs. This process is continually refined to anticipate and avoid similar issues in the future.
These name changes typically occur after the initial product launch, once IKEA becomes aware of the problematic connotations. This often involves community feedback or internal monitoring of social media and news outlets. While these incidents are regrettable, they serve as a valuable learning experience for IKEA, reinforcing its commitment to cultural sensitivity and responsible branding practices.