PROGRAM

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The Perception Flow® model is an overall blueprint for marketing activities centered on changing consumer perceptions. It provides a bird's eye view of all marketing activities and promotes total optimization.

At the end of the 1990s, P&G's household goods brand began using the model as a brand management tool. From detergents to deodorants, food and beverages, and domestic/international cosmetics. Since then, it has been expanded to automobiles, motorcycles, pharmaceuticals, liquor, home appliances, and housing. It is also being applied to intangible services, such as power companies, tutoring schools, distance learning, insurance, and broadcasting stations, as well as D2C and BtoB domains.

In the early days, its use was limited to experienced marketers, but as the scope of its application has expanded, research and improvements have been made, and it has become an easy-to-use tool for many marketers. We share the overview of its features and benefits.