Qantas is one of the organizations in Australia that promotes a shared level of perception ad understanding amongst its different shared holders. It has a lot of support from its wide customer base, investors, the government, and even trade unions. The Australian Workers Union, which has a number of its workers at Qantas, exploits Qantas branding campaigns to highlight their status. Through their campaign “Fair Go to Qantas,” which advocates for the creation of a level playing field where all airlines have equal opportunity to compete, where none has an unequal advantage over another. Besides, the airline is a great contributor to the nation’s economy through taxes and employment.
Qanta's advertising campaign was received with mixed reactions. It elicited both positive and negative emotions among customers. Some of the customers argued that the advertisement felt like a coma, while others found it very inspiring. The negative reaction was mainly from customers that had previously experienced a bad experience with the airline. A number of the customers highlighted the mistreatment of frequent flyers by the airline, arguing that the ad campaign was like putting a new frock on an already damaged body.
Delegate your assignment to our experts and they will do the rest.
It is without a doubt that a great disconnect exists between Qantas brand image and brand identity. For instance, Qantas customers felt that the airline did not deliver on their promises. They felt that the organization used the values of the national spirit and nationalism to promote a cynic representation of the organization. Certain critic also argued that the airline did not provide any rewards to its most loyal clients. Besides, The Qantas transformation ended with almost 5000 Australian losing their jobs.
References
Baumann, C., Bretherton, T., Sarina, T., & Taksa, L. (2017). Facing some ‘home ‘truths: Brand backlash and the case of Qantas . SAGE Publications: SAGE Business Cases Originals.
Thompson, A., Strickland, A. J., & Gamble, J. (2015). Crafting and executing strategy: Concepts and readings . McGraw-Hill Education.
