Advertising will not restore QANTAS brand
Marketing experts say QANTAS will not be able to use marketing to restore faith in its brand.
Any plans by Qantas to advertise its way out of the shutdown crisis will be a waste of millions of dollars, with advertising experts saying the damage to the 91-year old brand has inflicted on itself over the course of just four days is beyond the ability of marketing to fix.
Instead, long term watchers of the industry say Qantas should simply abandon trying to rebuild the image of its brand in the mind of consumers in the short term and instead work on changing its culture to focus on passengers rather than the shareholders.
QANTAS advertising? I cannot recall the last time I saw a QANTAS advertisement on TV/Newspaper regarding its product (other than the A380 interior) or its destinations. Jetstar has taken front and centre with all of this. The only advertising of QANTAS has been the disputes and the management shutting down the airline and causing inconvenience to the travelling public, further disenfranchising its staff, getting the government off-side and costing the company more in a few days (not just $wise but its reputation) than any claims the unions were asking for, for the duration of any agreement.