Facing some ‘home’ truths: brand backlash and the case of Qantas

This case study explores the complex challenges associated with building and maintaining a national and iconic brand. Stakeholder perceptions of organizational behaviour can have significant implications for the success or failure of a brand campaign. In this case study, the authors examine qualitative commentaries on the Qantas “Feels Like Home” television advertisement campaign in order to shine light on how different industry stakeholders perceive and construct meanings of brand. This case study also demonstrates how qualitative analysis and techniques can be used to provide expository insights on the differences between brand identity and brand image.