perception-marketing-framework

What problem does it solve?

This framework helps teams turn high awareness into real customer behavior by diagnosing and reshaping how target audiences perceive a product, brand, or category. It addresses the gap between a company's intended brand message and the objective public perception that drives purchase decisions, adoption, or trust.

Core Features & Use Cases

• Five-element diagnostic: Analyze perception through the lenses of事象 (events/facts), リテラシー (audience literacy), グループ (group/category affiliation), タイミング (timing/trends), and コントラスト (contrast vs. alternatives).
• Phased playbook: Follow four phases — assess current perception, select a strategy from the five-stage taxonomy (つくる/かえる/まもる/はかる/いかす), execute interventions (PR, product events, messaging, experiments), and measure & iterate with PDCA.
• PR Pyramid & Flow model: Use publicity to seed perception change, design perception flows across 4P stimuli, and map measurement to behavior-oriented KPIs.
• Use cases: creating a new market (つくる), repositioning an incumbent brand (かえる), defending reputation during crises (まもる), establishing ongoing measurement systems (はかる), and applying perception thinking to internal change or innovation (いかす).

Quick Start

Use the perception-marketing-framework to audit current perception of [Product X], identify the largest brand–perception gap, choose a five-stage strategy (つくる/かえる/まもる/はかる/いかす), and request a three-month execution and measurement roadmap.