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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

  • Sports Facility Survey

  • Reader Satisfaction

  • International Satisfaction & Development

  • Understanding Local Business Needs

  • Visitor Survey

  • Understanding the Sales Journey Experience from both sides

  • Service Delivery Mystery Shopping

  • Staff Surveys

  • Plasterboard Packaging Research

  • Cathedral Visitor Survey

  • Loyalty Scheme

  • Brand Image Research

  • Understanding the use of Temporary Labour

  • Understanding Attrition

  • Developing marketing materials for new products

  • Revitalising Existing Brand

  • Strategic Brand Development

  • Compliance Mystery Shopping

  • Public Consultation - Council Tax

  • Communication: New and existing financial products

  • International Competitor Mystery Shopping

  • Marketing consultancy for direct insurance

  • Audience Development Plan

  • Benchmarking Mystery Shopping

  • Product Development using Ethnography

  • Affinities Partner

  • Luxury In-store Display

  • Competitor Mystery Shopping

  • Adult Home Care Tracking Product Development

  • Financial Brand Satisfaction Tracking

  • Brand Development

  • Housing Scheme Test

  • Sentencers' Satisfaction Survey

  • Mixed Media Advertising Analysis

  • Tourism Focus Groups

  • Development of the Direct Offering

  • Help Desk Mystery Shopping

  • Multi-national Usage & Attitude Survey

  • Brand Development & Product Screening

  • New Expert Information Product

  • Prototype Evaluation

  • Public Consultation - Waste

  • Understanding Customer Pricing

  • Website Development

  • Satisfaction Survey (Housing)

  • Broker Relationship Survey

  • Comms testing alongside NPD

  • Engaging adults back into education

  • Driving business growth

  • Trade-off Pricing Research

  • Global Advertising Campaign

Contact Phoenix MRC


01242 256816



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

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