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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

  • Tourism Focus Groups

  • Product Development using Ethnography

  • Adult Home Care Tracking Product Development

  • Understanding Customer Pricing

  • Driving business growth

  • Compliance Mystery Shopping

  • Comms testing alongside NPD

  • Trade-off Pricing Research

  • Understanding the Sales Journey Experience from both sides

  • Financial Brand Satisfaction Tracking

  • Understanding the use of Temporary Labour

  • Communication: New and existing financial products

  • International Satisfaction & Development

  • Development of the Direct Offering

  • Engaging adults back into education

  • Marketing consultancy for direct insurance

  • Broker Relationship Survey

  • Help Desk Mystery Shopping

  • Public Consultation - Waste

  • Brand Image Research

  • Strategic Brand Development

  • Reader Satisfaction

  • Revitalising Existing Brand

  • Public Consultation - Council Tax

  • Understanding Local Business Needs

  • Staff Surveys

  • Brand Development

  • Competitor Mystery Shopping

  • International Competitor Mystery Shopping

  • Satisfaction Survey (Housing)

  • Prototype Evaluation

  • Visitor Survey

  • Understanding Attrition

  • Sentencers' Satisfaction Survey

  • Website Development

  • Service Delivery Mystery Shopping

  • Multi-national Usage & Attitude Survey

  • Mixed Media Advertising Analysis

  • Plasterboard Packaging Research

  • New Expert Information Product

  • Sports Facility Survey

  • Affinities Partner

  • Developing marketing materials for new products

  • Housing Scheme Test

  • Luxury In-store Display

  • Cathedral Visitor Survey

  • Global Advertising Campaign

  • Loyalty Scheme

  • Audience Development Plan

  • Benchmarking Mystery Shopping

  • Brand Development & Product Screening

Contact Phoenix MRC


01242 256816



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

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