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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

  • Developing marketing materials for new products

  • Cathedral Visitor Survey

  • Service Delivery Mystery Shopping

  • Multi-national Usage & Attitude Survey

  • Understanding the Sales Journey Experience from both sides

  • Sentencers' Satisfaction Survey

  • Trade-off Pricing Research

  • Loyalty Scheme

  • Understanding Attrition

  • International Competitor Mystery Shopping

  • Luxury In-store Display

  • Driving business growth

  • Understanding Local Business Needs

  • Visitor Survey

  • Financial Brand Satisfaction Tracking

  • Brand Image Research

  • Staff Surveys

  • Communication: New and existing financial products

  • Marketing consultancy for direct insurance

  • New Expert Information Product

  • Brand Development

  • Adult Home Care Tracking Product Development

  • Competitor Mystery Shopping

  • Prototype Evaluation

  • Reader Satisfaction

  • Brand Development & Product Screening

  • Housing Scheme Test

  • Development of the Direct Offering

  • Product Development using Ethnography

  • Plasterboard Packaging Research

  • Understanding the use of Temporary Labour

  • Public Consultation - Waste

  • Website Development

  • Mixed Media Advertising Analysis

  • Understanding Customer Pricing

  • Sports Facility Survey

  • International Satisfaction & Development

  • Public Consultation - Council Tax

  • Strategic Brand Development

  • Benchmarking Mystery Shopping

  • Affinities Partner

  • Audience Development Plan

  • Comms testing alongside NPD

  • Help Desk Mystery Shopping

  • Broker Relationship Survey

  • Tourism Focus Groups

  • Global Advertising Campaign

  • Compliance Mystery Shopping

  • Satisfaction Survey (Housing)

  • Revitalising Existing Brand

  • Engaging adults back into education

Contact Phoenix MRC


01242 256816



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

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