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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

  • Staff Surveys

  • Understanding Local Business Needs

  • Brand Development & Product Screening

  • Product Development using Ethnography

  • Audience Development Plan

  • Reader Satisfaction

  • Developing marketing materials for new products

  • Development of the Direct Offering

  • Global Advertising Campaign

  • Visitor Survey

  • Mixed Media Advertising Analysis

  • Understanding Attrition

  • Understanding the Sales Journey Experience from both sides

  • Engaging adults back into education

  • Tourism Focus Groups

  • Help Desk Mystery Shopping

  • Broker Relationship Survey

  • International Satisfaction & Development

  • Loyalty Scheme

  • Comms testing alongside NPD

  • Prototype Evaluation

  • Marketing consultancy for direct insurance

  • Public Consultation - Council Tax

  • Understanding Customer Pricing

  • Affinities Partner

  • Competitor Mystery Shopping

  • Benchmarking Mystery Shopping

  • Public Consultation - Waste

  • Financial Brand Satisfaction Tracking

  • Cathedral Visitor Survey

  • Brand Development

  • Luxury In-store Display

  • Housing Scheme Test

  • Sentencers' Satisfaction Survey

  • Website Development

  • New Expert Information Product

  • Satisfaction Survey (Housing)

  • Sports Facility Survey

  • International Competitor Mystery Shopping

  • Brand Image Research

  • Understanding the use of Temporary Labour

  • Service Delivery Mystery Shopping

  • Revitalising Existing Brand

  • Plasterboard Packaging Research

  • Driving business growth

  • Compliance Mystery Shopping

  • Communication: New and existing financial products

  • Trade-off Pricing Research

  • Multi-national Usage & Attitude Survey

  • Adult Home Care Tracking Product Development

  • Strategic Brand Development

Contact Phoenix MRC


01242 256816



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

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