Marketing and brand management means nothing without knowing what the hell it is you are and what you do to start off with.
I'd argue that Qantas is sometimes excellent at marketing and brand management but that they've struggled at times over the last decade to work out the first two points of who they are and what they do. In fact on occasions they've been so focussed on 'the brand' and how that's marketed that perhaps they'd forgotten at those times that they need to deliver 'a product' that underpins the brand. That's the misses in marketing over the last decade even when they've been excellent. They've been marketing something which hasn't been backed up by 'the product'. I'd argue that the two previous campaigns to the most recent one are excellent examples of the issue of not knowing how you are and what you do.
Anyway, back to the books.