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IKEA's Reputation Has Taken A Serious Beating

Kim Bhasin

IKEA's brand has been put through the wringer lately, as a series of three  incidents has changed how Americans think about the Swedish furniture retailer.

To recap:

The brand's reputation has plummeted in the U.S., according to YouGov BrandIndex, which tracks the public perception of brands around the world.

IKEA has fallen all the way down to four on YouGov's index — its lowest level in more than three years.

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