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Brand Development

Understand how your customers really feel about your brand now, how you can best position it and how you can improve perceptions of it.

Brand that's more than skin deep

Brand image can't be something you slap over the top like an overcoat when you go out. It has to be lived and expressed throughout the organisation. It's in the way you work and the way you relate to customers and staff.

We help you find the right paths for your brand, defining a brand identity that fits with your corporate ethos, your products and services. We'll help you define your target market and how to reach them.

Brand positioning, brand tracking and brand health optimisation lay the groundwork for understanding how customers relate with your category and your brand. Then we identify ways to make real changes. We'll help you uncover the aspects that resonate most with your customers and use this knowledge to shape and focus your branding strategy.

The right tools to enhance your brand

We have the tools and experience to help shape and focus your branding strategy. We show how your brand is viewed compared to competitors so you can compete more successfully and drive strategic development throughout your organisation.

We offer  qualitative, quantitative and consultative techniques which incorporate brand mapping, understanding customer needs, brand health optimisation, establishing key brand attributes, competitor identification, customer satisfaction, effort and journey mapping, opportunity development , problem detection and brand tracking measures. These can include online bulletin boards, focus groups and depth interviews, ethnography, co-creation, emerging technologies, online quantitative, telephone or face-to-face interviews.

See also product development

Case Studies

  • Product Development using Ethnography

  • Benchmarking Mystery Shopping

  • Staff Surveys

  • Multi-national Usage & Attitude Survey

  • Sports Facility Survey

  • Affinities Partner

  • Prototype Evaluation

  • Trade-off Pricing Research

  • Communication: New and existing financial products

  • International Satisfaction & Development

  • Website Development

  • Revitalising Existing Brand

  • Adult Home Care Tracking Product Development

  • Mixed Media Advertising Analysis

  • Loyalty Scheme

  • Competitor Mystery Shopping

  • Understanding Attrition

  • Tourism Focus Groups

  • Luxury In-store Display

  • Strategic Brand Development

  • Broker Relationship Survey

  • Compliance Mystery Shopping

  • Understanding the Sales Journey Experience from both sides

  • Brand Development & Product Screening

  • Driving business growth

  • Brand Image Research

  • Engaging adults back into education

  • Help Desk Mystery Shopping

  • Public Consultation - Council Tax

  • Audience Development Plan

  • Visitor Survey

  • Brand Development

  • New Expert Information Product

  • Understanding Local Business Needs

  • Service Delivery Mystery Shopping

  • Global Advertising Campaign

  • Cathedral Visitor Survey

  • Financial Brand Satisfaction Tracking

  • Developing marketing materials for new products

  • Development of the Direct Offering

  • Sentencers' Satisfaction Survey

  • Comms testing alongside NPD

  • Plasterboard Packaging Research

  • Satisfaction Survey (Housing)

  • International Competitor Mystery Shopping

  • Marketing consultancy for direct insurance

  • Public Consultation - Waste

  • Understanding the use of Temporary Labour

  • Reader Satisfaction

  • Housing Scheme Test

  • Understanding Customer Pricing

Contact Phoenix MRC


01242 256816



Whithorne House / London Road / Cheltenham / Gloucestershire / GL52 6UY

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