Okay component C is an Omni-Branding Analysis it's what I called Asiana Cobra or Euro Asian Cobra in my lecture. And it gets at this broader interpretation of the brand. The kind of association that you have not only at the brand level, but also the company level, but even beyond. At the country level and even at the regional level. So the scoring tip here, if you want to score highly with your peers, is to make sure that you are comprehensive. As opposed to the narrow mindedness of consideration of the brand that you may have had until now. Moreover, make sure that you identify not only positive brand associations but also negative ones. Because it is the negative ones that will lead you to the implications of what you have to shore up going forward. Okay so let's have a look at Omni-Branding analysis for YK. And many of these are from the case itself, but some I've added because again the case isn't exclusively on branding. So as for the region these would be general to Asia as a whole. So it could be the fact that a lot of Asia, Asian countries are still very tradition minded. And that's a very positive trait or association, also that it's growing. It may not be true for some countries like Japan or Korea, but if you look at a country like India, India has an enormous potential because the country is still very young. So I think overall, Asia is still growing. You also have negative associations such as many countries such as the aforementioned India is very crowded the same would be true for China. And that there might be this stereotype, in many cases unfounded perception that Asia or Asian countries, some of them at least, are corrupt. As a country, we're talking Korea here, of course now Korea is very modern. Korea is also very cool and stems from the fact that we have cultural content product such as music being exported across Asia, and even beyond. We have things like K-pop and K-drama and K-beauty, which help Korea become very cool, at least as perceived elsewhere. But we still have some lingering negative perception that Korea is very political, and in some of that, maybe again, outdated. And even Yuhan Kimberly one of the motivations for forming this joint venture was to, in a way, take advantage of the politicalness of the country. We also have this perception because of North Korea, South Korea, too, may be a dangerous place to visit. As for the company itself, the case emphasizes how important the founder is, or was. And of course they're noted for their Keep Korea Green campaign, their CSR campaign. But as for potential negative perceptions, it could be that it's a very old company, and related to that is that, even though it was very innovative in the past, maybe they're still hanging on to their old innovative business practices. Hence that it is a very complacent company. And we asked for the brand for things like Huggies and for white, there's a very high emphasis on comfort. But not at the expense of function but the negative perceptions might be that, again, even for those products, that they're not trendy enough. And that maybe there's an overemphasis on their existing lines related to paper. And therefore, that their line is limited. Okay, finally after component D, this is the SFU branding. And SFU stands for strong, favorable, and unique associations. So here I will require you to conduct a casual survey. Doesn't have to be a big sample but maybe ask your friends or family. If you're doing your analysis on yourself, ask maybe your former employers. And see whether or not there is a consensus on something being mentioned by many people, and that's what strong here means. And whether that is a positive or a negative association. And sort them out and see if it's true only for your company, your brand, or yourself. And the scoring tip here is that you should be objective, in terms of whether something is not only positive, especially in terms of whether it's unique, only to you. And balance it out by covering all categories. And then, spell out what the implications are, in terms of what I call the change vector. Okay, so this is the matrix that you can download from this course, and just fill in the boxes. If that filled them up, well, with many of the associations that we covered in Omni-Branding. So component C and component D are actually very organically interrelated. So that's what I did here with Yuhan Kimberly. So these are the associations that we identify from a regional basis, from a country basis, from a company basis, and finally from a branding basis. And I sorted them out. And so as you can see here they're relatively balanced and you may find that your analyses are as balanced as this one. But if you're not objective and let's say you think everything is SFU, that it's strong, that it's favorable, and that it's unique. You may wind up having every association lumped into this category, this quadrant. And it comes, there's a question maybe therefore that maybe you're not being objective. So make sure that, again, it's not just heavily skewed into just one category. Okay, so what is the take away here? What is the learning? I'll just talk briefly about two big ones. One is that not every association is strong. So what many, especially the associations identified for a region, and country, being weak, being weak. So maybe those associations were things that you thought would be important, or be relevant in the branding of your product. Well, the reality is that they're not. So the regional or country analysis, maybe they can't be used in the branding of your product, and maybe most importantly, guess what's in the weak quadrant, even though it's favorable. Instead of the the founder Mister New Il Han. Even though there is a great pride within Yuhan Kimberly that he is the DNA, the spirit, the invisible guiding hand of why Yuhan Kimberly is doing so well. Nonetheless, maybe for the layman he's someone that is unknown. So if that's the case, maybe you should try to play up or even educate people as to what the origins of many of these innovations are at Yuhan Kimberly. Okay, another, and this is therefore the change vector, take away here is that you don't want anything here. Because again, these are strong, these are unfavorable, these are unique. So instead of being SFU, these are SUU. So these are associations that you definitely need to change, and so you can change by making it favorable. And even though it may not be unique to you, in terms of the limited line, by expanding your product line, you can at least be on par with your competitor. A competitor like P&G
