Question: 1. How would you define the IKEA situation in the United States? What is your own experience with the brand? 2. Do you think that

  1. 1. How would you define the IKEA situation in the United States? What is your own experience with the brand?
  2. 2. Do you think that IKEA is effectively communicating its global positioning in different countries? why?
  3. 3. Can you think of brands that are suffering from consumer detachment? Please provide at least two examples and explain why these brands are experiencing consumer detachment.

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