Has Qantas flown into a ditch?
A sunburnt country, a land of sweeping plains and that iconic red-tailed airline with the flying kangaroo.
Qantas is a well-known symbol of Australia, so how much damage will the decision to ground the fleet do to the airline's brand and the image of our nation?
Wayde Bull, the planning director at brand strategy company Principals, said the Qantas stoppages had certainly damaged the brand in the eyes of travellers stranded by the grounding around the world.
But he said talk of "irreparable damage" being done to the brand was premature.
"That remains to be seen in terms of what happens in the next few weeks and how quickly the airline can get back to serving customers," Mr Bull said.
"It depends what comes out of these negotiations now if there's going to be really long-term damage to the Qantas brand."
Simon Rowell, founder of Brand Intellect, said it appeared Qantas had put its chief executive Alan Joyce into the firing line as a way of protecting its brand.
"I think by making it an Alan Joyce led decision, I suppose if it all fell against Qantas down the track he would be the one to fall on his sword over it because it's his decision.
"It's almost taking it a little bit away from the company and putting it on his shoulders, which is a good strategy in terms of the longer-term brand.
"Because it becomes more about 'this is what Alan Joyce has done' rather than 'this is what Qantas has done'."
Mr Bull said the airline would be able to boost its reputation by resolving the long-running "combative" workplace dispute.
"There's just too many good airlines out there for Qantas to succeed despite these problems with their staff.
"They've just got to get aligned and then find some common ground.
"Otherwise I think the airline can only decline in its standing with the public."
Brand valuation company Brand Finance rated Qantas as Australia's 13th most valuable brand at $1.1 billion in January.
However, it was ranked as the No.1 "biggest loser", having lost 43 per cent of its brand value since September 2009.
"Much of the current discussion revolves around the respective merits of the actions of management and unions. This is irrelevant from a brand perspective," Brand Finance managing director Tim Heberden said.
"Loss of trust in the brand will erode long-term earnings - whoever is to blame."
Mr Bull said national carriers had long been associated with the brand of a country, so grounding the Qantas fleet could change people's idea of Australia too.
"It's a pretty easy way for people, particularly outside Australia, I think, to get a measure of Australia and what it's like from a national carrier.
"It does the country no favours that this kind of dispute rolls on.
"It gets in the way of people seeing the positives of Australian people and how we can deliver good service."