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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

  • New Expert Information Product

  • Product Development using Ethnography

  • Understanding Customer Pricing

  • Financial Brand Satisfaction Tracking

  • Strategic Brand Development

  • Plasterboard Packaging Research

  • Cathedral Visitor Survey

  • Understanding Attrition

  • International Competitor Mystery Shopping

  • Tourism Focus Groups

  • Understanding the use of Temporary Labour

  • Understanding Local Business Needs

  • Compliance Mystery Shopping

  • Global Advertising Campaign

  • Marketing consultancy for direct insurance

  • Driving business growth

  • Staff Surveys

  • Comms testing alongside NPD

  • Help Desk Mystery Shopping

  • Adult Home Care Tracking Product Development

  • Brand Image Research

  • Understanding the Sales Journey Experience from both sides

  • Mixed Media Advertising Analysis

  • Multi-national Usage & Attitude Survey

  • Communication: New and existing financial products

  • Affinities Partner

  • Revitalising Existing Brand

  • Public Consultation - Council Tax

  • Audience Development Plan

  • Sports Facility Survey

  • Prototype Evaluation

  • Satisfaction Survey (Housing)

  • Competitor Mystery Shopping

  • Broker Relationship Survey

  • Service Delivery Mystery Shopping

  • Developing marketing materials for new products

  • Housing Scheme Test

  • Website Development

  • Development of the Direct Offering

  • Trade-off Pricing Research

  • Public Consultation - Waste

  • Brand Development & Product Screening

  • Visitor Survey

  • Loyalty Scheme

  • Reader Satisfaction

  • Sentencers' Satisfaction Survey

  • Luxury In-store Display

  • Benchmarking Mystery Shopping

  • Engaging adults back into education

  • Brand Development

Contact Phoenix MRC


01242 256816



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

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