Strategies For Improving Qantas Airlines’ Brand Perception

Three themes for improving brand perception

There are various ways by which it is possible for Qantas Airlines to create a positive perception in the mindset of its clients. In accordance with the opinion of Calhoun,  O’Neil and Douglas (2018), it is necessary for a brand to carry out activities related to corporate social responsibility. Therefore, authorities of Quantas can introduce free apprenticeship programs for the young aspirants who are unable to bear the expenses of apprenticeship programs.  In order to improve the brand perception among the customers, the management working at Qantas should undertake initiatives for using various channels of social media such as Facebook, Twitter, and Instagram in order to stay connected with its customers.  Apart from this, DenizciGuillet and Mohammed (2015) social networking sites can also aid the respective company to share industry-specific information to its existing customer base. Therefore, Qantas can also this useful for sharing airline industry-oriented information and company-specific information   among people thereby elevating their brand profile. In the opinion ofGarcía-Lillo, FÚbeda-García and Marco-Lajara(2016), Search Engine Optimization (SEO) is a useful tool, which improves the ranking of the  business organisation on search engines such as Google. In case of Qantas, it is essential for the senior managers use catchy phrases and proper key works so that it is possible to increase the rate of trafficking of customers to the official website of Qantas and also in other sites. In order to create a positive brand perception in the eyes of customers, it is a suggestion for Quantas to use Google Adwords, which is an effective tool used for tracking information regarding the way visitors communicate with it. From the perspective of Brown, Arendt and Bosselman (2014), a unique content should be created by the managers of different companies. In addition to Ryan(2015), a unique logo and tagline will add value to the content created by the companies for elevating their brand image among the customers. However, it will be beneficial for Qantas  if it creates a unique content and an attractive logo that keeps them stand out from its close competitors. It has been observed that public relations disseminate the key messages as well as organisational news in the online blogs as well as trade publications. In this context, it can be stated that Qantas also can disseminate its key messages as well as company-specific news in the news outlets as well as online blogs thereby creating a positive image in the mindset of individuals.

It has been observed that management of organizations like Qantas need to consider certain factors when it comes to using social media or organizing a context or any other public relations initiatives. According to Xu and Gursoy(2015), demographics is an important factor which should be considered  by companies. In this regard, it can be stated that it is very important for airline service provider like Qantas to identify their targeted audience and their location. In addition to this, it is necessary for the respective airlines company to get personal details from their targeted audience. From the perspective of Walker and Walker(2016), it is essential for the business organizations to decide who is going to sponsor their events. In this context, it can be stated that the managers working at Qantas need to decide who is going to sponsor their contest. Moreover, top authorities of this particular airline service providerwill have to estimate the budget for the contest. Qantas airlines have to consider the fact that who will be the target audience when they are deciding to use social media. In the opinion of Litvin, Goldsmith and Pan (2018.), privacy of the personal details provided to the company by the customers is considered as an important factor when it comes to use social media. In this regard, it can be stated confidentiality of the personal details of customers need to be considered by Qantas Airlines. It has been observed that budget is an important factor, which needs to be considered by the senior managers of the respective airline service provider. Without doing budget estimation, it is not possible for the company to use social media in an effective manner (Denizci Guilletand Mohammed,  2015).

It is very important for Qantas to take some initiatives for resolving the issues. For this purpose, they should build a communication plan. According to there are certain steps in a communication plan. The first step is to set objectives. The next step is to decide the target audience. The next step is to undertake the initiatives for resolving the issues and communicating the initiatives to all the employees of Qantas Airlines. After this, a timeline should be fixed by the organizational management. The objective is to fix the engine-related issues in the aircraft. The second objective is to improve its publicity among common people. It is recommended for the airlines to hire highly trained and experienced technicians as well as mechanics efficient enough to maintain as well as repair the engines of the aircraft. It is recommended for this company to contact hire and train the PR so that they can fix the problems related to negative publicity.

References

Brown, E.A., Arendt, S.W. and Bosselman, R.H., 2014. Hospitality management graduates’ perceptions of career factor importance and career factor experience. International Journal of Hospitality Management, 37, pp.58-67.

Calhoun, J.R., O’Neill, M. and Douglas, A.C., 2018. An Examination of Second Language Education Provision Among US and European Hospitality and Tourism Management Schools. Journal of Hospitality & Tourism Education, pp.1-10.

DenizciGuillet, B. and Mohammed, I., 2015. Revenue management research in hospitality and tourism: A critical review of current literature and suggestions for future research. International Journal of Contemporary Hospitality Management, 27(4), pp.526-560.

García-Lillo, F., Úbeda-García, M. and Marco-Lajara, B., 2016. The intellectual structure of research in hospitality management: A literature review using bibliometric methods of the journal International Journal of Hospitality Management. International Journal of Hospitality Management, 52, pp.121-130.

Litvin, S.W., Goldsmith, R.E. and Pan, B., 2018. A retrospective view of electronic word-of-mouth in hospitality and tourism management. International Journal of Contemporary Hospitality Management, 30(1), pp.313-325.

Ryan, C., 2015. Trends in hospitality management research: a personal reflection. International Journal of Contemporary Hospitality Management, 27(3), pp.340-361.

Walker, J.R. and Walker, J.T., 2016. Introduction to hospitality management. Prentice Hall.

Xu, X. and Gursoy, D., 2015. Influence of sustainable hospitality supply chain management on customers’ attitudes and behaviors. International journal of hospitality management, 49, pp.105-116.