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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

  • Help Desk Mystery Shopping

  • Global Advertising Campaign

  • Reader Satisfaction

  • Financial Brand Satisfaction Tracking

  • Mixed Media Advertising Analysis

  • Satisfaction Survey (Housing)

  • Loyalty Scheme

  • Understanding Customer Pricing

  • Brand Development & Product Screening

  • Developing marketing materials for new products

  • Multi-national Usage & Attitude Survey

  • Public Consultation - Waste

  • Adult Home Care Tracking Product Development

  • International Satisfaction & Development

  • Prototype Evaluation

  • Website Development

  • Driving business growth

  • Marketing consultancy for direct insurance

  • Competitor Mystery Shopping

  • Understanding the Sales Journey Experience from both sides

  • New Expert Information Product

  • Benchmarking Mystery Shopping

  • Sports Facility Survey

  • Cathedral Visitor Survey

  • Housing Scheme Test

  • Sentencers' Satisfaction Survey

  • Engaging adults back into education

  • Trade-off Pricing Research

  • Service Delivery Mystery Shopping

  • Communication: New and existing financial products

  • Understanding Attrition

  • Public Consultation - Council Tax

  • Visitor Survey

  • Staff Surveys

  • Understanding the use of Temporary Labour

  • Revitalising Existing Brand

  • Strategic Brand Development

  • International Competitor Mystery Shopping

  • Plasterboard Packaging Research

  • Tourism Focus Groups

  • Affinities Partner

  • Brand Image Research

  • Brand Development

  • Product Development using Ethnography

  • Development of the Direct Offering

  • Broker Relationship Survey

  • Compliance Mystery Shopping

  • Luxury In-store Display

  • Understanding Local Business Needs

  • Comms testing alongside NPD

  • Audience Development Plan

Contact Phoenix MRC


01242 256816



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

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