Product details

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Case
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Reference no. 503-106-1
Subject category: Marketing
Published by: INSEAD
Originally published in: 2003
Version: 01/2020
Revision date: 06-Jan-2021
Length: 20 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

SkodaAuto had a serious brand image problem: most people in 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 turnaround this image so that more people would consider a Skoda for their next purchase?
Industry:
Other setting(s):
1991-2000

About

Abstract

SkodaAuto had a serious brand image problem: most people in 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 turnaround this image so that more people would consider a Skoda for their next purchase?

Settings

Industry:
Other setting(s):
1991-2000

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