Skoda Auto: Rebuilding the Brand

Skoda Auto had a serious brand image problem: most people in the UK think of 'Skoda' as the generic name for anything that is of the worst possible quality. How should Skoda launch its new car model, Fabia, and turn around this image so that more people would consider a Skoda for their next purchase?

Video icon Watch Professor Prashant Malaviya talking about the learning objectives of this case (filmed in 2003). Please note Real Player is required to watch this video clip.

Case details

Click on the case title to view further details and, where available, an inspection copy.

Skoda Auto (A): Rebuilding the Brand
Prashant Malaviya and Swati Srivastava
INSEAD
Ref 503-106-1
Also available:
Skoda Auto (B): Brand Turnaround Postscript

Ref 503-107-1
CD-ROM

Ref 503-106-0

About the authors

At the time of writing this case series Prashant Malaviya was Associate Professor of Marketing at INSEAD, France. Professor Malaviya is now at The Wharton School of the University of Pennsylvania, USA.

Swati Srivastava is a Research Assistant at INSEAD, France.

View full list of featured cases

Share this page:

Share your experience

Contact us
 
If you have recently registered a case with us and would like the chance to talk about your experience of writing and teaching it please contact Antoinette.
 
Antoinette Mills Antoinette Mills
Media and Systems Development Manager
+44 (0)1234 756416
antoinette@thecasecentre.org