Positioning Strategy for 

ICA Home & Garden: 

"Evokes admiration."*

ICA Home & Garden is a selective furniture store displaying very strong brands from all around the world. 

Hakan Senbir wrote a positioning strategy for ICA Home & Garden and the distinctive creative positioning is ADMIRATION in this strategy. This positioning leads also a very consumer insight oriented Key Brand Benefit which is "ICA Home & Garden with it's selective brands from all around the world, evokes admiration."

The brand tag-line is also written by Hakan Senbir: Evokes admiration (Hayranlık uyandırır.)