What does the Qantas brand mean to you?

[LiamR]

What does the Qantas brand mean to you? Its a simple question, I'm not talking about service. I'm meaning, just the word. Qantas, and the Red Roo on the back of all the planes. It seems to be, lately the upper management at QF have totally ignored the most valuable asset to their business.

Theres no doubt that Virgin are stepping up their game. In my eyes doing a better job than QF at everything they do. But I'm not talking about that.

So brand, when I see a Red Roo, I'm guess I get a bit proud. Reminds me of home, of being safe (I like to think AUS & QF Pilots are the safest) Theres 90 years or history behind Qantas, and I can't help but feel proud, they are always around, always helping out the community when natural disasters hit. Virgin simply dosen't have the history that Qantas does.

I guess most Australians see Qantas as our airline, our national icon. But do you think Virgin can replace that? Will it take them 90 years?

Let me know what you think.

 

[notzac]

TBH, I get a similar sort of pride seeing another Australian airline tail in a faraway land -- I think it's more about the familiar accent and a certain style of service that you look forward to than it is about safety for me (I'm comfortable that all Australian airlines that I care to fly with are "safety before schedule", which is exactly how it should be).

Frankly, the Qantas brand used to mean a lot more than it does now for me, which is a shame. Sure, it's an important Australian icon with a lot of history, but I guess there's little respect for that sort of thing in a marketplace that's driven primarily by the stock price. No, I don't think Virgin will replace Qantas (heck, they're not an Australian brand no matter what they try to sell people on) -- but I'm not going to fly with Qantas just because they're "an icon".

 

[Ansettaddict123]

Of course Virgin will never be Qantas, as you've pointed out it just doesn't have the history behind it that Qantas does. The Qantas brand is iconic to all Australian's and is synonymous with safety and reliability - despite the fact the media would have us believe otherwise.

I agree with you wholeheartedly that Qantas management has neglected the most valuable asset they have at their disposal, that is the Qantas brand. That brand is irreplaceable - something money cant buy. Whenever a school choir sings "I still call Australia Home" they're in effect advertising Qantas because that's how well the brand is known. It really does sadden me to see such an asset being undervalued and abused by management, I hope they see sense and look after it as it deserves to be treated.

So yes, In terms of a brand Qantas trumps virgin hands down. However in terms of product if Virgin continues to make actual enhancements like it has been, I'm sure the Qantas brand will be little consolation for the product. Who knows, maybe in 90 years we won't have a Qantas. Time will tell on that one I guess...

 

[Vinny]

Good question. I was once a flyer who would only fly QF. Now it means nothing to me. Flying QF means paying a premium price for indifferent service which can be disappointing and very hit and miss, ageing aircraft, annual enhancements to frequent flyers schemes which most flyers dread.

It shows how much QF values its costumers, especially those who choose to fly with QF more often and why QF has just over 20% of the international market in and out of Australia. Alan Joyce throws his his hands in the air and wonders why. He blames other airlines for what they have to offer.

On the other hand I can fly much cheaper usually at least with an Asian based airline and be ensured that service will be with a smile, fares lower, and a company that wants me to fly with them again.

The brand? Cringeworthy ads about still calling Australia home, unpredictable service, high prices, usually a reasonable frequent flyer scheme with constant dilution of inducements included, high fuel fines, high credit card rates when booking, the chance that news.com.au will provide an online record of my flight, the chance of getting a FA who enjoys the job or one who just doesn't care, and so on. Customer care who pretend they live up to the title instead of making excuses and promises which are not kept. I'm still waiting for a promise made to me a year ago.

I'm not nationalistic at all. I fly with whoever gives me a great deal with consistent service and customer care. A kangaroo is not enough to enough get and retain my business. I find it insulting that QF expect a premium price out of Australia with little in return.

Quality of service at a reasonable price and consistent service levels count.

 

[tuppaware]

I have pride for Qantas as a brand, but feel disappointed when I fly them.

 

[oz_mark]

So yes, In terms of a brand Qantas trumps virgin hands down. However in terms of product if Virgin continues to make actual enhancements like it has been, I'm sure the Qantas brand will be little consolation for the product. Who knows, maybe in 90 years we won't have a Qantas. Time will tell on that one I guess...

I agree. On the one hand we have a CEO that seems to be doing positive things for one airline, and on the other a CEO that seems to be on a trash the brand rampage.

While Qantas is an iconic brand, that does not mean it will be around forever, and the way it is going, it will be a run down shell of itself in a few years.

 

[harvyk]

To me I love QF the brand, and I love each time I get onto a QF plane...

I don't see that as something virgin could ever replace... (The fact that virgin is not uniquely Australian doesn't help their cause)... Infact if someone was to create a new airline and call it Ansett, it would be considered more Australian than virgin ever could...

 

[Misha]

I voted for the last option.

I am certainly loyal to Virgin (at the moment), but because their offering suits me better - their services and to be honest their corporate 'attitude' - Qantas tends to have a holier than thou attitude based on your very comments of 'our brand is irreplacable' - but that doesn't mean it is free from danger of being damaged (recent public opinion would show that it already has been).

Yes Qantas has the big logo, the history (and naturally that is an ace in the deck of a marketing department's cards) but they also needs to spruce things up. I may see a QF plane and think of established, historical, etc but I also look at something like Telstra (Telecom) and see the new players coming into the market offering alternatives (better or worse) but at least it is something new. Telstra can't sit back and say "but we are the national, monolith - you must stay with us" they have to fight for loyalty - it's not there by default because they are more Australian.

Sure, I see a jar of vegemite and it says pure Australiana - ...but I eat Marmite. I can't stand vegemite. So food for thought: the physical seeing of something and that sight invoking a feeling or emotion is one thing, but resting on those laurels and not undertaking a process of continuous improvement is just plain stupid. Wake up Joyce. Over the last 12 months, Virgin has trumped Qantas in that regard.... and we as the paying pax, are loving it.

For me, airlines are wonderful things, but they aren't the Opera House, Uluru, or even the 12 apostles: my decision to fly with them goes on Price, Comfort, Safety, and the big important one in the world of advertising: "feeling" -

...right now Qantas is the old lady next dooor with 9 cats too many, who smells of moth balls and whose apron is covered in powdery gravox stains - and Virgin is the new hottie who moved in next door (and depending on your preference, they are either:

##The long haired brunette woman Petra who walks to a salsa beat and has come off the front page of Cosmopolitan magazine to teach you the rumba, leg's up to her neck and a face to melt the coldest heart, or

##Paco, the new barista from Venezuela with a coiffed hair-do, a roman nose with chiselled face and a six-pack from the cover of Men's Health :mrgreen::mrgreen::mrgreen:

Things may change over time, but at the moment looking at those two options: Qantas' Granny Mae or Virgin's Paco/Petra - I know who'd I'd rather fly on

 

[Keith009]

The Qantas brand means homecoming for me. I might be annoyed at the recent FF changes but Qantas remains an iconic Australian carrier in my heart. Setting foot on a Qantas plane has always produced a heartwarming sigh of relief when I've been away from home for a while. I've always enjoyed the spirit of mateship one feels on a Qantas plane that seems absent on foreign carriers.

That being said, I think Virgin Australia is doing well in shaping itself as the alternative national carrier. It will never have the rich heritage of Qantas, but Virgin is going from strength to strength in forging forward as the trendy, young upstart that is redefining the Australian airline industry.

I have no particular affinity to either Qantas or VAust. I love them both equally as I believe in a sustainable and competitive Australian airline industry. My personal travel policy has always been to support an Australian-based carrier/s (pref full service!) and it is my interest for both of them to do well. In light of the recent alliance maneuvers, I'm all over the place with my FF strategy... the QF and oneworld camp now has more meat with the inclusion of Malaysia Airlines which offers a good value and decent proposition that plugs some holes in OW coverage particularly to places I frequent, but VAust is showing that it doesn't need an alliance to present just as effective an international network - though I wish i can fly their own metal to more places.

 

[gumpy]

I don't think QF feels very "Australian" anymore. It feels corporate. Very different from the feel you get from AirNZ and Virgin where it feels more down to earth. I've always associated Australians as down to earth people. Maybe it's a reflection of the fact that Australia's changing... we're a bit more grown up now... but yeah...

I fly QF as it is my company's preferred airline, their alliance system makes overseas travel very easy, there are many ways to collect QFF points and they offer the better flight options to the domestic destinations I need to get to.

The above points in relation to Virgin:
1. they need to offer CL equivalent and then some to the heads of my company (I feel this will be need to win over the some of the corporate market)
2. Join *A though *A is not as good as OW in this regard, not sure if Virgin can win this battle, OW are excellent.
3. Velocity need to pick up Coles, Shell and someone... not sure who... Telstra? and some restuarants.
4. Not sure Virgin can ever match QF for domestic flight availability. They have all the majors covered I guess but the regional sites they can fall down on, except ABX... man they actually fly proper planes into ABX...

 

[Ansettaddict123]

Infact if someone was to create a new airline and call it Ansett...

I'm listening...

 

[Sprucegoose]

What does the Qantas brand mean to you? Its a simple question, I'm not talking about service. I'm meaning, just the word. Qantas, and the Red Roo on the back of all the planes. It seems to be, lately the upper management at QF have totally ignored the most valuable asset to their business.

Theres no doubt that Virgin are stepping up their game. In my eyes doing a better job than QF at everything they do. But I'm not talking about that.

So brand, when I see a Red Roo, I'm guess I get a bit proud. Reminds me of home, of being safe (I like to think AUS & QF Pilots are the safest) Theres 90 years or history behind Qantas, and I can't help but feel proud, they are always around, always helping out the community when natural disasters hit. Virgin simply dosen't have the history that Qantas does.

I guess most Australians see Qantas as our airline, our national icon. But do you think Virgin can replace that? Will it take them 90 years?

Let me know what you think.

I couldnt agree more, it is an iconic brand. We forget the legacy QANTAS has given the aviation industry and concentrate on the small stuff too often.

Well done QANTAS!!!

 

[JohnM]

It still means a lot to me but I do feel that fading.

Some tired aircraft (eg. 767's on PER runs), quite patchy food and beverage cabin service in domestic J and the utterly cringeworthy 'team, team' safety video (although at least Travolta does pronounce QanTas properly, unlike most crew members who say Qannas).

Of course, the erosion ('enhancement' in QF PR-speak) of WP is to detest but, frankly, it was inevitable. The 'real' WP is clearly heading to 3600 SC. The bulk of you WPs out there: make the most of your international F lounge access now because I reckon it's a goner. You swill too much good wine on your AA-earned DONEx SCs for the shareholder's liking. If you're squawking now after the recent 'enhancements', I think the next round might have you apoplectic. They're bleeding the erosion of conventional WP in slowly.

I'm glad I made LTG before they inevitably jack up the SC requirement for that. Even the few years ago in the run-up to LTG I was saying to my friends that it won't last and my biggest fear was a sudden jack-up in the SC requirement before I hit the target.

 

[dajop]

If I look at the Qantas brand I can summarise with two bullet points. One relating to safety, the other relating to almost everything else.

1) Highly skilled pilots and high degree of safety
2) Style over substance

On 1) Despite the various incidents over the years, BKK, MNL, Exmouth, A380 etc, it is a testament to the skills of the pilots that serious situations were managed without disaster.

On 2) I'm not a big fan of brand names unless backed up by substance. So the "inspired by" menus, amenity kits by XY, pyjamas by Z do nothing for me. Nor do some of the what I call "foodie" branded snacks on board. All too often the Qantas brand creates high expectations that are not met.