The challenges associated with building and maintaining a brand through promotional branding efforts.

nnAnalyze the following case studynnThe case describes the challenges associated with building and maintaining a brand through promotional branding efforts. After reading the case study, address the following topics:n

n
• Three key stakeholder groups—Qantas corporate interests, workers, and customers—provide qualitative commentary about Qantas and its recent marketing. How do their perceptions differ? Are there any areas of shared understanding or perception of the Qantas brand held by all stakeholders?

n

• While the sentimental narratives of homecoming and family reunion have been long-standing features of Qantas branding since the 1980s, based on the stakeholder commentaries presented here, the “Feels Like Home” campaign has failed to connect with many key aviation industry stakeholders. Why has this disconnect occurred? Identify the strengths and weaknesses in the “Feels Like Home” television campaign approach used by Qantas to re-invigorate the brand.

n

• A gap appears between corporate representations and understandings of a brand (the brand “identity” held by a company) and diverging stakeholder perceptions of brand (brand image) that can have significant implications for the success of an advertising campaign. In the context of this case study, how can qualitative analysis of these different commentaries help to shed light on the gap between “brand identity” and “brand image?”

n

• Summarize the major decisions involved in developing an advertising campaign. How might Qantas have approached its advertising campaign differently?

n

• Visit the Qantas News Room and evaluate the role of public relations (PR) as a component of the promotional strategy.

n

nAbstractnnThis case study explores the complex challenges associated with building and maintaining a national and iconic brand. Stakeholder perceptions of organizational behavior can have significant implications for the success or failure of a brand campaign. In this case study, the authors examine qualitative commentaries on the Qantas “Feels Like Home” television advertisement campaign in order to shine light on how different industry stakeholders perceive and construct meanings of brand. This case study also demonstrates how qualitative analysis and techniques can be used to provide expository insights on the differences between brand identity and brand image.nn

Case

Learning OutcomesnnThis case will help students to:n

n
• understand the challenge of effective brand management in the aviation industry;

n

• undertake a systematic branding analysis and understand the role of qualitative (narrative) analysis;

n

• highlight and evaluate the integral role of effective media management;

n

• analyse the Country of Origin effect on emotional attachment to brands; and

n

• understand the role branding can play within an organization’s overall marketing strategy.

n

n