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?
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.
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Skoda Auto (A): Rebuilding the Brand
Prashant Malaviya and Swati Srivastava
Skoda Auto (B): Brand Turnaround Postscript
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.