Mark Ritson’s article on Qantas sparked much debate on the website. Here are some of your comments below:
l I’ve just returned from two years down under, and the reputation of Alan Joyce and what he has been doing with Qantas is quite a surprise compared to the usual British sagas of Ryanair aggression and BA chaos. Strategically Qantas played a blinder to kill off its low-priced rival Virgin (so much so the brand issued a profit warning earlier this year) and its current brand equity is booming down under.
l The reason why Qantas has a sporting chance of emerging from this crisis with its reputation enhanced is precisely because it is managing the incident in a way that reinforces the brand essence. It’s also why organisations that manage crises in a way that is counter to their brand (or which suffer a crisis that casts doubt on claimed brand values) are likely to suffer the most damage. In my view, BP and Toyota both fall into the latter category.