IKEA: “MANY OF YOU FEELS BAD FOR THIS LAMP”

Ikea is one of the most successful furniture companies. The chain's shops are located almost all over the world. This makes it necessary to adjust PR strategies according to the peculiarities of a particular country. IKEA's vision is to make a difference to the everyday lives of many people. IKEA management achieves this through its core business idea - to offer a wide range of good quality and well-designed household goods at such low prices that as many people as possible have the opportunity to buy them. The article discusses Ikea's PR strategies in Russia and China. It compares the company's positioning, slogans, as well as promotion channels and the Ikea name itself, which has also been adapted for China. The period of the coronavirus is considered separately as an example of adapting PR strategy to changing realities.