Skoda Auto (A): Rebuilding the Brand

Skoda Auto 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?

The case is ideal for demonstrating the process of rebuilding a weak brand, with a negative image. This process requires the involvement of all the elements of marketing - targeting, positioning, and the marketing mix. Consequently, the case is suitable for an introductory marketing class, as well as for electives on branding and advertising.