Bengt Håkansson, analyst at Brand Clinic, says to news agency TT that the multi-billion-dollar price tag for "Ikea" is a reasonable estimate.
"If you buy the Ikea brand, you are at the same time buying all the customer relations and goodwill that the company has built up. This is what you are paying for, not for a logo," says Håkansson, adding that Kamprad has succeeded in blending low prices with cultural values, and in creating a personal reputation of being "a good person who has done something for Sweden."
Ownership of the name was transferred within the Ikea family earlier this year, from the Interogo Foundation, to its Inter Ikea subsidiary, for a sum worth 75 billion Swedish kronor.
Previously Interogo had leased the right to use the name to the Ikea stores, now it is Inter Ikea that will take this money - which will, however, end up with Interogo, which is its parent company.
For tax reasons Interogo is based in Lichtenstein, and controlled by the family of Ikea founder Ingvar Kamprad.