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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

  • Public Consultation - Waste

  • Broker Relationship Survey

  • Sentencers' Satisfaction Survey

  • Revitalising Existing Brand

  • Competitor Mystery Shopping

  • Luxury In-store Display

  • Understanding Customer Pricing

  • Benchmarking Mystery Shopping

  • Financial Brand Satisfaction Tracking

  • Engaging adults back into education

  • New Expert Information Product

  • Brand Development

  • Plasterboard Packaging Research

  • Visitor Survey

  • Developing marketing materials for new products

  • Communication: New and existing financial products

  • Cathedral Visitor Survey

  • Prototype Evaluation

  • Understanding Attrition

  • Public Consultation - Council Tax

  • Brand Image Research

  • Adult Home Care Tracking Product Development

  • Brand Development & Product Screening

  • Affinities Partner

  • Compliance Mystery Shopping

  • International Satisfaction & Development

  • Strategic Brand Development

  • Driving business growth

  • Understanding Local Business Needs

  • Understanding the Sales Journey Experience from both sides

  • International Competitor Mystery Shopping

  • Global Advertising Campaign

  • Multi-national Usage & Attitude Survey

  • Comms testing alongside NPD

  • Trade-off Pricing Research

  • Loyalty Scheme

  • Housing Scheme Test

  • Reader Satisfaction

  • Mixed Media Advertising Analysis

  • Audience Development Plan

  • Service Delivery Mystery Shopping

  • Satisfaction Survey (Housing)

  • Marketing consultancy for direct insurance

  • Website Development

  • Product Development using Ethnography

  • Understanding the use of Temporary Labour

  • Tourism Focus Groups

  • Staff Surveys

  • Sports Facility Survey

  • Development of the Direct Offering

Contact Phoenix MRC


01242 256816



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

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