Teary Qantas Ad Campaign Not The Branding The Airline Needs
Title: Teary Qantas Ad Campaign Not The Branding The Airline Needs
Author: Chris Baumann, Lucy Taksa, Troy Sarina
Date: 12 November
Qantas should learn from the past to develop more effective campaigns and also benchmark itself more clearly with strong competitors. A positioning strategy around "Aussieness" would likely create a point of difference since Asian and Middle Eastern carriers would be unable to copy it.
With a unique Australian brand positioning, Australian brand appearance/uniform and Aussie-type service quality, the Qantas brand could be revitalised so that staff and customers call Qantas home again by default.
A discussion with Chris Baumann, Professor Lucy Taska and Troy Sarina
The researchers are founding members of the Global Aviation Research Network (GARN) at Macquarie University, Sydney
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