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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

  • International Satisfaction & Development

  • Trade-off Pricing Research

  • Tourism Focus Groups

  • Compliance Mystery Shopping

  • Help Desk Mystery Shopping

  • Product Development using Ethnography

  • Comms testing alongside NPD

  • Broker Relationship Survey

  • Sentencers' Satisfaction Survey

  • Mixed Media Advertising Analysis

  • Public Consultation - Waste

  • Luxury In-store Display

  • Affinities Partner

  • Marketing consultancy for direct insurance

  • Engaging adults back into education

  • Understanding Local Business Needs

  • Benchmarking Mystery Shopping

  • Reader Satisfaction

  • Communication: New and existing financial products

  • Competitor Mystery Shopping

  • Developing marketing materials for new products

  • Adult Home Care Tracking Product Development

  • Multi-national Usage & Attitude Survey

  • Audience Development Plan

  • Staff Surveys

  • Visitor Survey

  • Loyalty Scheme

  • Revitalising Existing Brand

  • Financial Brand Satisfaction Tracking

  • Brand Development

  • Prototype Evaluation

  • Development of the Direct Offering

  • Strategic Brand Development

  • Service Delivery Mystery Shopping

  • Understanding Attrition

  • Understanding the use of Temporary Labour

  • Plasterboard Packaging Research

  • Housing Scheme Test

  • Public Consultation - Council Tax

  • Global Advertising Campaign

  • New Expert Information Product

  • Driving business growth

  • Understanding the Sales Journey Experience from both sides

  • International Competitor Mystery Shopping

  • Cathedral Visitor Survey

  • Brand Development & Product Screening

  • Website Development

  • Satisfaction Survey (Housing)

  • Understanding Customer Pricing

  • Brand Image Research

  • Sports Facility Survey

Contact Phoenix MRC


01242 256816



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

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