I know someone who works in the marketing department for one of the big two Australian insurance companies.
Late last year she and others in her department where involved in a coaching development program run by a third party consulting company.
Whilst I don't know who ran the course i do know what it was about.
It was
ALL about brand management and how manage and leverage from, quality brands.
Qantas was specifically used as an example on how not to manage your brand