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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

  • Understanding Local Business Needs

  • Sports Facility Survey

  • Communication: New and existing financial products

  • Understanding Customer Pricing

  • Understanding the use of Temporary Labour

  • Revitalising Existing Brand

  • Public Consultation - Waste

  • Adult Home Care Tracking Product Development

  • Driving business growth

  • Benchmarking Mystery Shopping

  • Prototype Evaluation

  • Staff Surveys

  • Understanding Attrition

  • Engaging adults back into education

  • Broker Relationship Survey

  • Multi-national Usage & Attitude Survey

  • Audience Development Plan

  • Visitor Survey

  • Compliance Mystery Shopping

  • Reader Satisfaction

  • Sentencers' Satisfaction Survey

  • Satisfaction Survey (Housing)

  • Cathedral Visitor Survey

  • Trade-off Pricing Research

  • Strategic Brand Development

  • Brand Development

  • Affinities Partner

  • Brand Development & Product Screening

  • Public Consultation - Council Tax

  • Housing Scheme Test

  • Loyalty Scheme

  • Product Development using Ethnography

  • Developing marketing materials for new products

  • Plasterboard Packaging Research

  • Financial Brand Satisfaction Tracking

  • Competitor Mystery Shopping

  • International Competitor Mystery Shopping

  • Website Development

  • Marketing consultancy for direct insurance

  • Global Advertising Campaign

  • Tourism Focus Groups

  • Luxury In-store Display

  • Help Desk Mystery Shopping

  • International Satisfaction & Development

  • Mixed Media Advertising Analysis

  • Understanding the Sales Journey Experience from both sides

  • Brand Image Research

  • New Expert Information Product

  • Service Delivery Mystery Shopping

  • Comms testing alongside NPD

  • Development of the Direct Offering

Contact Phoenix MRC


01242 256816



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

Find us