Naming the ŠKODA KODIAQ®
When planning their new, larger SUV – a stablemate to the successful YETI® – Skoda tasked us with finding a name to fit. It had to be unique, distinctive, and boost the brand’s growing reputation for quality, innovation – with a twist of the brand’s unique personality.
We created the KODIAQ®, a name inspired by the big Alaskan big brown bear, with a characterful twist in the spelling. It’s the bigger counterpart to their existing legend, the YETI. And it’s the result of our wider work on ŠKODA’s overall naming strategy.*
After all, any new name has heavy lifting to do: it must be distinctive, legally available, and boost overall brand equity. Fortunately, the KODIAQ® is already generating the right kind of noise.
*We provide on-going support for ŠKODA in global trademark development for new models and trim lines.