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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

  • Brand Development & Product Screening

  • Understanding Local Business Needs

  • Marketing consultancy for direct insurance

  • Affinities Partner

  • Broker Relationship Survey

  • Strategic Brand Development

  • Loyalty Scheme

  • Public Consultation - Council Tax

  • Help Desk Mystery Shopping

  • Adult Home Care Tracking Product Development

  • Brand Development

  • Driving business growth

  • International Competitor Mystery Shopping

  • Benchmarking Mystery Shopping

  • Comms testing alongside NPD

  • Communication: New and existing financial products

  • Reader Satisfaction

  • Sports Facility Survey

  • Tourism Focus Groups

  • Engaging adults back into education

  • Revitalising Existing Brand

  • Housing Scheme Test

  • Understanding the Sales Journey Experience from both sides

  • Luxury In-store Display

  • Global Advertising Campaign

  • Brand Image Research

  • Website Development

  • Understanding Customer Pricing

  • Service Delivery Mystery Shopping

  • International Satisfaction & Development

  • Staff Surveys

  • Understanding Attrition

  • Developing marketing materials for new products

  • Public Consultation - Waste

  • Visitor Survey

  • Financial Brand Satisfaction Tracking

  • Understanding the use of Temporary Labour

  • Competitor Mystery Shopping

  • Prototype Evaluation

  • Sentencers' Satisfaction Survey

  • New Expert Information Product

  • Audience Development Plan

  • Product Development using Ethnography

  • Compliance Mystery Shopping

  • Development of the Direct Offering

  • Multi-national Usage & Attitude Survey

  • Plasterboard Packaging Research

  • Cathedral Visitor Survey

  • Satisfaction Survey (Housing)

  • Trade-off Pricing Research

  • Mixed Media Advertising Analysis

Contact Phoenix MRC


01242 256816



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

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