Welcome to Positioning, The Ultimate Noon Nopi. Since we started this course by talking about Noon Nopi, I think it's only right that we end on it. Book end segments on the importance of perception, which is what marketing is about, which is what Noon Nopi means. And we'll learn how to really get it just right, where you and your brand can be properly aligned. It's about the proactive placement of the brand. Not only with consumers but also against the competition and even within a company. So let's get started. Okay, positioning the ultimate Noon Nopi. You'll recall the problem of the island of California. How that misperception made by the Spanish explorers about California stuck, how hard it is to change the first impression of a friend. It can be done, it takes a lot of time. And it's a problem because you have stubborn consumers. So to change a brand, to change that first impression, you have to change one or a combination of three things. Perception, people, or your personality and that's what will enable you to change California, which sure talks about branding. Okay, so let's talk about how you do each one. In terms of perception, you could do it through changing your brand name, you could change it through changing your logo, through your slogans. So there are many branding elements that you can change. A good example is LG, and I think many of you are too young to remember that LG was formerly known as Goldstar. But they changed their name into LG to make it much friendlier to many markets and they also changed the logo. Which before, it had a word mark called Goldstar to this smiley face type of logo. Which again, is sort of at the friendly eye level of many consumers. You can also change it through targeting not just for the market itself, but it also may be in terms of just sort of the key kind of user and user imagery that you want. And it could be, for example, with brands that are misperceived as being used by older women. And so if that's the case, you want, for example, in your advertising young men to be using your product. It could also be through changing the persona or the personality, the perceived personality of your brand. And so, a good example is Apple which has this cool kind of persona, which is transferred to many of their products. So, scores and scores of competitors too have attempted to be just as cool but it has proven to be a tall order. So change in persona, that takes time and has to be done with this very dedicated, integrated marketing branding campaign. Okay, we also have to position against the competition. So in that respect, positioning is very relative, because that Noon Nopi is always vis a vis how you're perceived against many other brands. If you're lucky enough to get into that consideration said, among just a handful of friends maybe as few as just two or three. And I recommend that you try to analyze your position vis a vis the competition using this SFU Grid, which stands for strong, favorable, and unique association analysis. And this is based on Kevin Keller's three key criteria for good plans. So, my recommendation is that through this grid you push out, you pull up and you pump up. And so push out means, that you want to focus on the associations that are salient and that's what brand association, strength here needs. You also want to pull up. The associations where you're seeing from that Noon Nopi standpoint, the eye level standpoint, as being weak. So you wanna pull it up to the point where people, especially the target segment, perceives you as being just as good. And finally if you have strong, favorable and unique, meaning association that apply only to you, you really need to highlight that, highlight those to your target segment. So this an example, and I'm using the same example from an earlier segment, this skin care line proposed by my marketing science students for Malaysia. And this is a proposed plan, and so this group, there were four people, but you can have more than four people. But you have to collect associations that people have about your brand. And so this was done for four people, and after you list them up, then you have to sort them out. And as you can see here, even though they started with 17 Associations. Unfortunately, not every association qualified as being strong, favorable, and unique. So, the ideal situation is where you hope many of those associations reside there, but as you can see here, many are actually quite, Weak, meaning they're not as salient. So this is where we can maybe, again, sort out one that we have to concentrate on. But also then, we also know that we can concentrate less, on the sort of the weaker associations. Unfortunately, we also see that you also have unfavorable and unique and strong associations. And these are the ones that you have to pull up to at least be on par, with your competition. So comments on the SFU Grid. For the Bayu group, again, once, you have this laundry list through this grid you can sort out the one that you have to concentrate on. And, I think maybe the rude awakening, the reality check, is that you become aware of the kind of association, that you need to show her up. And for the Bayu brand, they had many to speak of. Fortunately for them, they have two very strong associations. One which is that it's It's a simple regimen. And the other is that what they're appealing for this brand is that it's not just something that's functional, but maybe actually much more hedonic, much more emotional. And much more what I might argue as being neo Asian, sort of the appeal that we can slow down, we can slow down, because I think that many countries in Asia have been in this rush to succeed, and so life has become hectic. So I think, what this brand is trying to promote is maybe a sort of a slower pace, relaxed approach to life, including in terms of cosmetics. So I think that's an appeal which can resonate, not only for Malaysia, but maybe across other countries here in Asia as well. So again, they have some items that they have to shore up, but to their credit, they do also have some associations that they can actually promote as being uniquely their own.
