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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

  • Audience Development Plan

  • Understanding the Sales Journey Experience from both sides

  • Product Development using Ethnography

  • Prototype Evaluation

  • Help Desk Mystery Shopping

  • Public Consultation - Council Tax

  • Compliance Mystery Shopping

  • Loyalty Scheme

  • Marketing consultancy for direct insurance

  • Broker Relationship Survey

  • Driving business growth

  • Public Consultation - Waste

  • Luxury In-store Display

  • Understanding the use of Temporary Labour

  • Understanding Local Business Needs

  • Strategic Brand Development

  • Trade-off Pricing Research

  • Development of the Direct Offering

  • Adult Home Care Tracking Product Development

  • Brand Development & Product Screening

  • Communication: New and existing financial products

  • Comms testing alongside NPD

  • Sentencers' Satisfaction Survey

  • Financial Brand Satisfaction Tracking

  • Mixed Media Advertising Analysis

  • Brand Development

  • Affinities Partner

  • New Expert Information Product

  • Revitalising Existing Brand

  • Staff Surveys

  • Engaging adults back into education

  • Global Advertising Campaign

  • Developing marketing materials for new products

  • Understanding Customer Pricing

  • Competitor Mystery Shopping

  • Tourism Focus Groups

  • Reader Satisfaction

  • Plasterboard Packaging Research

  • Housing Scheme Test

  • Benchmarking Mystery Shopping

  • Visitor Survey

  • Multi-national Usage & Attitude Survey

  • Sports Facility Survey

  • Brand Image Research

  • Service Delivery Mystery Shopping

  • Cathedral Visitor Survey

  • Satisfaction Survey (Housing)

  • International Competitor Mystery Shopping

  • Understanding Attrition

  • Website Development

Contact Phoenix MRC


01242 256816



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

Find us