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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

  • Public Consultation - Waste

  • Understanding the Sales Journey Experience from both sides

  • Sentencers' Satisfaction Survey

  • Broker Relationship Survey

  • Financial Brand Satisfaction Tracking

  • Multi-national Usage & Attitude Survey

  • Tourism Focus Groups

  • Reader Satisfaction

  • Cathedral Visitor Survey

  • Communication: New and existing financial products

  • Housing Scheme Test

  • Comms testing alongside NPD

  • Engaging adults back into education

  • International Satisfaction & Development

  • Affinities Partner

  • Public Consultation - Council Tax

  • Developing marketing materials for new products

  • Development of the Direct Offering

  • Staff Surveys

  • Mixed Media Advertising Analysis

  • Loyalty Scheme

  • Understanding Local Business Needs

  • Satisfaction Survey (Housing)

  • Brand Development

  • Global Advertising Campaign

  • Benchmarking Mystery Shopping

  • Competitor Mystery Shopping

  • Audience Development Plan

  • Brand Development & Product Screening

  • Brand Image Research

  • Revitalising Existing Brand

  • Help Desk Mystery Shopping

  • Luxury In-store Display

  • Marketing consultancy for direct insurance

  • New Expert Information Product

  • Trade-off Pricing Research

  • Understanding Attrition

  • Product Development using Ethnography

  • Driving business growth

  • Compliance Mystery Shopping

  • Adult Home Care Tracking Product Development

  • Service Delivery Mystery Shopping

  • Visitor Survey

  • Strategic Brand Development

  • Website Development

  • Understanding Customer Pricing

  • Prototype Evaluation

  • Sports Facility Survey

  • Understanding the use of Temporary Labour

  • International Competitor Mystery Shopping

  • Plasterboard Packaging Research

Contact Phoenix MRC


01242 256816



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

Find us