Markus Schröder

Marketing Director

Škoda Auto, a.s.

“Perception is Reality”. You can have the best picture of your brand yourself, but it is worthless if customers have a different perception.

The customers perception is what distinguishes a brand from a Superbrand.

To be “the brand” in the customers perception, a Superbrand focuses on drawing a clear relevant picture, and integrates this picture into all channels you can discover as a customer.

A Superbrand draws this picture consistently in all channels over a long period of time in high quality. Nothing is done half hearted.

With full commitment of the organization so that you as customer can feel it.

A Superbrand is also brilliant as it keeps up with customers needs and comes up with innovations to stay desirable.

In a highly competitive environment with very intensive communication, a Superbrand stands out and is an anchor for the customer which he can trust. One sign of a Superbrand is enough to call up further information and moods in the customers mind which then puts together to a clear picture of the brand.