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

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

Ref 503-107-1

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.

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