Brand Management Report for Qantas Airways

Brand Management
Report
6/7/2018
Student Name

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Contents
Introduction................................................................................................................................2
Question 1..................................................................................................................................2
Models....................................................................................................................................2
Model 1: CBBE (Customer based Brand Equity)...............................................................2
Model 2: Brand Dynamic...................................................................................................4
Model 3: Equity Engine......................................................................................................5
Model 4: Young and Rubrican's Brand Asset.....................................................................6
Approaches to measure Brand Equity performances.............................................................7
Brand Basic Comparative Approach..................................................................................8
Marketing Based Approach................................................................................................8
Conjoint Analysis...................................................................................................................8
Residual Approach.................................................................................................................8
Valuation Approach................................................................................................................8
Ansoff Matrix Growth strategy..............................................................................................9
Conclusion................................................................................................................................10
Question 2................................................................................................................................12
Recommendations................................................................................................................12
Conclusion................................................................................................................................15
References................................................................................................................................16

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Introduction
Qantas Airways is the Australia’s largest domestic and international line providing the variety
and range of services and products to its customers and considered to be one of the world’s
foremost long distance airlines. As Qantas is considered to be the durable brands in the
Australia, it has built a reputation for excellence in safety, operational reliability, engineering
and maintenance customer service and innovation in its service. Qantas have the good
corporate image in the minds of the customer. The customer retention and loyalty of brand is
consistent in nature since it started its operations in 1920. Company is working in tough
environment and want to achieve the impossible, supported by good leadership, trust and
respect. From the inception, people have been the priority; both the people who work for
them and the people who travel with them. Qantas employ over 30000 exceptional
individuals with roughly 93% based in Australia only and around 50 million customers are
flying over every year across Australia and around the world. To maintain this position in the
market, the company is using the various models to know about the brand level and its
standing in the market. These model includes the CBBE (Customer based Brand Equity
Model) is used which relates the company brand on the basis of the various features and
characteristics (Qantas, 2018a).
Question 1
Models
Model 1: CBBE (Customer based Brand Equity)
Brand Salience

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In the first phase of the CBBE model, Qantas is trying to identify they are for the customers.
The services and products provided by the company are identified in this concept. Salience is
basically creating the awareness in the public at large about the brand (Aueanantakorn, 2015).
Brand Imagery
Brand imagery is nothing but the identification and communication of what the brand means
and for what it is standing for in the market. Qantas is standing in the market to give the
luxury as well as well as comfortable services to its customer at low cost (Lin, 2015).
Brand Performance
At this second step, the performance of the company is measured that whether the company is
giving adequate contribution in the satisfying the customer. Performance defines how well
company’s product meets the customer needs and requirements.
(Source: Bianchi, Pike and Lings, 2014)
Brand Judgement