The role of PR in changing perceptions
A Skoda case study

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Page 6: Conclusion

Skoda 5 Image 51998 saw the launch of the Facelift Felicia, the Felicia Fun, the Octavia hatchback and the Octavia estate. It is now on the threshold of even greater success, as a result of further investment, new product development and a considerable improvement in brand image. The continual release of new and improved models, repeated car and customer satisfaction awards help to justify Skoda’s growth plans and changing image for the UK market.

This launch provided an opportunity to show the modern Skoda brand and communicate its brand values. Following the launch, positive reports appeared in motoring magazines, national and regional newspapers, and in broadcast media. Public relations had a fundamental role in developing an integrated communications strategy for Skoda which enveloped the whole company, rather than just a single department.

By emphasising values of the new Skoda brand, it helped to develop a wide platform for the products through informing, communicating and creating understanding in the market-place.

Skoda | The role of PR in changing perceptions
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