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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

  • Financial Brand Satisfaction Tracking

  • Understanding Customer Pricing

  • Driving business growth

  • Prototype Evaluation

  • International Competitor Mystery Shopping

  • Cathedral Visitor Survey

  • Marketing consultancy for direct insurance

  • Communication: New and existing financial products

  • Trade-off Pricing Research

  • Sports Facility Survey

  • Plasterboard Packaging Research

  • Multi-national Usage & Attitude Survey

  • Website Development

  • Satisfaction Survey (Housing)

  • Understanding Attrition

  • Understanding Local Business Needs

  • Understanding the use of Temporary Labour

  • Developing marketing materials for new products

  • Brand Development

  • Broker Relationship Survey

  • Luxury In-store Display

  • Brand Development & Product Screening

  • Mixed Media Advertising Analysis

  • Engaging adults back into education

  • Tourism Focus Groups

  • Adult Home Care Tracking Product Development

  • Product Development using Ethnography

  • Service Delivery Mystery Shopping

  • Loyalty Scheme

  • Understanding the Sales Journey Experience from both sides

  • Compliance Mystery Shopping

  • Sentencers' Satisfaction Survey

  • Development of the Direct Offering

  • Comms testing alongside NPD

  • Global Advertising Campaign

  • Competitor Mystery Shopping

  • Strategic Brand Development

  • Public Consultation - Council Tax

  • Visitor Survey

  • Benchmarking Mystery Shopping

  • Reader Satisfaction

  • Revitalising Existing Brand

  • Public Consultation - Waste

  • International Satisfaction & Development

  • New Expert Information Product

  • Staff Surveys

  • Affinities Partner

  • Brand Image Research

  • Audience Development Plan

  • Housing Scheme Test

Contact Phoenix MRC


01242 256816



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

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