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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

  • Mixed Media Advertising Analysis

  • Strategic Brand Development

  • Competitor Mystery Shopping

  • Financial Brand Satisfaction Tracking

  • Housing Scheme Test

  • Sentencers' Satisfaction Survey

  • Brand Image Research

  • Tourism Focus Groups

  • Public Consultation - Council Tax

  • Revitalising Existing Brand

  • Engaging adults back into education

  • Reader Satisfaction

  • Loyalty Scheme

  • New Expert Information Product

  • Understanding Customer Pricing

  • Prototype Evaluation

  • Product Development using Ethnography

  • International Competitor Mystery Shopping

  • Understanding the use of Temporary Labour

  • Broker Relationship Survey

  • Staff Surveys

  • Understanding the Sales Journey Experience from both sides

  • Communication: New and existing financial products

  • Multi-national Usage & Attitude Survey

  • Benchmarking Mystery Shopping

  • Brand Development & Product Screening

  • Global Advertising Campaign

  • Audience Development Plan

  • Trade-off Pricing Research

  • Development of the Direct Offering

  • Comms testing alongside NPD

  • Satisfaction Survey (Housing)

  • Luxury In-store Display

  • Developing marketing materials for new products

  • Sports Facility Survey

  • Affinities Partner

  • Compliance Mystery Shopping

  • Website Development

  • Adult Home Care Tracking Product Development

  • Visitor Survey

  • Plasterboard Packaging Research

  • Understanding Attrition

  • Marketing consultancy for direct insurance

  • Cathedral Visitor Survey

  • Help Desk Mystery Shopping

  • Driving business growth

  • Public Consultation - Waste

  • Brand Development

  • International Satisfaction & Development

  • Understanding Local Business Needs

  • Service Delivery Mystery Shopping

Contact Phoenix MRC


01242 256816



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

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