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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

  • Plasterboard Packaging Research

  • Brand Development & Product Screening

  • Broker Relationship Survey

  • Help Desk Mystery Shopping

  • Prototype Evaluation

  • Communication: New and existing financial products

  • Understanding the Sales Journey Experience from both sides

  • New Expert Information Product

  • Affinities Partner

  • Product Development using Ethnography

  • Mixed Media Advertising Analysis

  • Website Development

  • Luxury In-store Display

  • International Satisfaction & Development

  • Understanding Customer Pricing

  • Sentencers' Satisfaction Survey

  • Service Delivery Mystery Shopping

  • Competitor Mystery Shopping

  • Strategic Brand Development

  • Cathedral Visitor Survey

  • Audience Development Plan

  • Visitor Survey

  • Financial Brand Satisfaction Tracking

  • Multi-national Usage & Attitude Survey

  • Global Advertising Campaign

  • Tourism Focus Groups

  • Adult Home Care Tracking Product Development

  • Sports Facility Survey

  • Revitalising Existing Brand

  • Compliance Mystery Shopping

  • Developing marketing materials for new products

  • Public Consultation - Waste

  • Loyalty Scheme

  • Trade-off Pricing Research

  • Comms testing alongside NPD

  • Public Consultation - Council Tax

  • Staff Surveys

  • Understanding the use of Temporary Labour

  • Engaging adults back into education

  • Housing Scheme Test

  • Marketing consultancy for direct insurance

  • Brand Image Research

  • Brand Development

  • Understanding Local Business Needs

  • Driving business growth

  • Development of the Direct Offering

  • International Competitor Mystery Shopping

  • Understanding Attrition

  • Reader Satisfaction

  • Satisfaction Survey (Housing)

  • Benchmarking Mystery Shopping

Contact Phoenix MRC


01242 256816



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

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