MGMT 311 Week 7 Assignment Help | Embry Riddle Aeronautical University
- embry-riddle-aeronautical-university / MGMT 311
- 23 Aug 2019
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MGMT 311 Week 7 Assignment Help | Embry Riddle Aeronautical University
Facing Some 'Home' Truths: Brand
Backlash and the Case of Qantas
Analyze the following case study
from the Hunt Library: Baumann, C., Bretherton, T., Troy, S., and Taksa, L.
(2017). Facing Some 'Home' Truths: Brand
Backlash and the Case of Qantas. (Links to an external site.) In SAGE Publications.
The case describes the challenges
associated with building and maintaining a brand through promotional branding
efforts. After reading the case study, address the following topics:
·
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?
·
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.
·
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?”
·
Summarize
the major decisions involved in developing an advertising campaign. How might
Qantas have approached its advertising campaign differently?
·
Visit the
Qantas News Room and evaluate the role of public relations (PR) as a component
of the promotional strategy.
Requirements
Include
the following requirements in your case study assignment:
- Title
page with your name and assignment number and title.
- References
using current APA (Links to an external site.) in-text citations.
- Written
in essay format with at least three sections: a 150 word introduction,
body content, and a wrap-up or summary.
USA 
India