Hi. Welcome to positioning. This segment will deal with the importance of perception, which is what marketing is about What Noon Nopi means. And we will learn how to really do it well, how you and your brand can be correctly aligned on the proactive location of the brand. Let us begin. Not only with consumers, but also against competition and even within a company. All right. The positioning of the Noon Nopi. You will remember the problem of the island of California, how that incorrect interpretation done by Spanish explorers about California remained, and how difficult it was to change that first impression. It can be done, but it takes a lot of time. It's a problem because we have stubborn consumers. So to change a brand, to change that first impression you have to change a combination of three things, perception, people or their personality, and that is what will allow you to change California. What ultimately refers to brands. Then, let's talk about how to perform each one. As for perception, You could do it by changing the name of your brand. You could do it by changing your logo, through your slogans. There are many elements of the brand that you can change. A good example is LG. And I think many of you are very young to remember it but LG, originally Iis a long word, excuse me, it was known as Gold Star. But they changed their name to LG to make it much more friendly to more markets. And they also changed the logo, which previously had the word "Gold Star" written in it, to this kind of logo that resembles a happy face now, which is something visually friendly for many consumers. It is more adjusted to Noon Nopi. You can also change it by means of selection, not only for the market itself, but also in terms of the type of key user and the visualization of the user wish to obtain. And it could be, for example, with brands that are mistakenly interpreted as brands for old ladies. And if that is the case, what will you do, for example? Advertise young men using your product. It could also be done by changing the public image or personality. The perceived personality of your brand. A good example is Apple, which has a great public image, which is transferred to many of their products. Scores and scores of competitors have also tried to be just as great, but it has been impossible for them to reach the same level. So changing the public image takes time and must be done with this type of brand campaign, with integrated and very dedicated marketing. We must also place ourselves against the competition. In this aspect, the positioning is very relative. Because that Noon Nopi is always related to how you are perceived in contrast to many other brands. In the event that you are fortunate enough to be considered honest, amongst only a handful of friends, maybe only two or three, and I recommend you to try to analyze your position compared to your competition using this SFU chart. Which means, strong, favorable and unique. A unique association analysis. This is based on the three key criteria of Kevin Keller for good plans. So my recommendation is that through this table you have to go outside, lift it and make it grow. And the push means you he only want to focus on the prominent associations and that's the brand association, the strength you needs. You also want to raise associations that, from the perspective of Noon Nopi, are weak. The perspectives of the eye level. So you're going to have to lift it to the point where people, especially the target segments, perceive that your products are good, and finally you have strong, favorable and unique important associations that apply to you. You really should emphasize this. Emphasize that to your target segment. So this is an example, and I'm going to use the same example from the previous segment. This skin care line proposed by my marketing science students towards Malaysia. And this is a proposed plan, so this group has four people but it can have more than four. You should be able to gather associations that people have of your brand. And so this was done with four people and then after listing them you must put them in order. And as you can see here, although they started with 17 associations, unfortunately not all associations rated as strong, favorable and unique. So the ideal situation is where you expect Many of these associations reside there. But as you see here, many are actually quite weak. In other words, prominent. So this is where we can maybe find one in which we should concentrate. But we also know what we should concentrate less on the weakest associations. Unfortunately, we also see that there are unfavorable associations, unique and strong. And these are the ones that we should raise at least until we are on par with our competition, called POP. In English, Point of Parity. So comments on the SFU table, again for the Bayu group, once you have this laundry list, laundry list in English, in this table you can determine on which you must concentrate, and I think maybe the strong awakening, the slap of reality is what really allows you to realize of that kind of association that you need to show. And for the Bayu brand they had many to tell. Fortunately for them, they have two very strong associations. One that is a simple regime. And the other one is what they focus on. This brand is not that it's just something functional, but maybe something much more hedonic, much more emotional. And something more that I can argue as a neo-Asian, is that we can become calmer, because I think many countries in Asia have gone through this rush to achieve success, and that's why life has become hectic, very hard. So I think this brand is trying to promote a slower kind of rhythm, a relaxed approach to life, including cosmetics. I think it's attractive and it can be successful not only in Malaysia, but also throughout other Asian countries and maybe outside. Again they have some objectives to point to, but to their credit, they have some associations that can be really promoted originally from them.