The clash between Yap and Ikea underlines the difficulties of brands keeping control of their image in the internet age. Ikea feels Yap's website is damaging the brand, but analysts told CNBC that Ikea should embrace the popularity shown by the idea.
"The old definition of protecting the brand needs to be loosened and you need consumers to be let into the brand and let them have fun with it," Stephen Cheliotis, CEO of the Centre for Brand Analysis told CNBC in a phone interview.
"The best brands are doing that and are enabling consumers to interact and play with brand in a balanced way."
Read MorePublishers chasing user-generated content
The social media boom has seen brands and companies face a difficult task to stop their brands being defaced online. Budget airline Ryanair and energy company British Gas both faced corporate Twitter disasters when users hijacked the hashtags pushed by the companies to ask embarrassing questions.
Such occurrences are common in the social media age and while some brands embrace new advertising techniques, others are still looking to control the brand.
"What has prompted this is the desire for Ikea to control their brand and (they) are concerned someone is riding off the back of this," Thayne Forbes, joint managing director at Intangible Business, told CNBC in a phone interview.