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Management 311 Marketing

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BRAND BACKLASH AND THE CASE OF QANTAS AIRLINE 3 the disagreement with the brand image, caused the ad campaign to achieve an undesirable outcome. Finally, the campaign was designed to primarily focus... on one medium and lacked sources like social media to maximize and reach new markets. How a company wants its brand to be perceived and how it is perceived to customers is considered brand identity. Similarly, brand image is defined as how the consumers perceive the brand. This is very important since it is having a lot to do with the reputation, value, and possible profits due to customer associations. For this reason, it is important to establish good brand recognition in the market. While examining the Qantas case study it is evident that an advertisement strategy would allow the company to reduce its negative associations and word of mouth while enhancing the perception and image of the brand. How a company wants its brand to be perceived and how it is perceived to customers is considered brand identity. Similarly, brand image is defined as how the consumers perceive the brand. This is very important since it is having a lot to do with the reputation, value, and possible profits due to customer associations. For this reason, it is important to establish good brand recognition in the market. While examining the Qantas case study it is evident that an advertisement strategy would allow the company to reduce its negative associations and word of mouth while enhancing the perception and image of the brand. There are major decisions involved in developing an advertising campaign such as. 1. Identify the target audience 2. Advertising objectives 3. Advertising platform 4. Advertising appropriation 5. Developing the media plan This study source was downloaded by 100000840858457 from CourseHero.com on 07-07-2022 02:22:04 GM [Show More]

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