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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

  • Strategic Brand Development

  • Luxury In-store Display

  • Satisfaction Survey (Housing)

  • Visitor Survey

  • Comms testing alongside NPD

  • Plasterboard Packaging Research

  • Revitalising Existing Brand

  • Public Consultation - Waste

  • Engaging adults back into education

  • Sports Facility Survey

  • Benchmarking Mystery Shopping

  • Loyalty Scheme

  • Understanding Attrition

  • Financial Brand Satisfaction Tracking

  • Housing Scheme Test

  • International Satisfaction & Development

  • Product Development using Ethnography

  • Understanding the use of Temporary Labour

  • Understanding the Sales Journey Experience from both sides

  • Competitor Mystery Shopping

  • Cathedral Visitor Survey

  • Website Development

  • Staff Surveys

  • Tourism Focus Groups

  • Understanding Customer Pricing

  • International Competitor Mystery Shopping

  • Reader Satisfaction

  • Communication: New and existing financial products

  • Affinities Partner

  • Global Advertising Campaign

  • Development of the Direct Offering

  • Prototype Evaluation

  • Public Consultation - Council Tax

  • Audience Development Plan

  • Developing marketing materials for new products

  • Brand Development

  • Understanding Local Business Needs

  • Marketing consultancy for direct insurance

  • New Expert Information Product

  • Multi-national Usage & Attitude Survey

  • Compliance Mystery Shopping

  • Mixed Media Advertising Analysis

  • Brand Image Research

  • Service Delivery Mystery Shopping

  • Broker Relationship Survey

  • Help Desk Mystery Shopping

  • Trade-off Pricing Research

  • Adult Home Care Tracking Product Development

  • Driving business growth

  • Brand Development & Product Screening

  • Sentencers' Satisfaction Survey

Contact Phoenix MRC


01242 256816



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

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