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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

  • Benchmarking Mystery Shopping

  • Satisfaction Survey (Housing)

  • Service Delivery Mystery Shopping

  • Strategic Brand Development

  • Help Desk Mystery Shopping

  • Broker Relationship Survey

  • Understanding the use of Temporary Labour

  • Affinities Partner

  • Tourism Focus Groups

  • Competitor Mystery Shopping

  • Understanding Attrition

  • Marketing consultancy for direct insurance

  • Multi-national Usage & Attitude Survey

  • Comms testing alongside NPD

  • Public Consultation - Council Tax

  • Staff Surveys

  • New Expert Information Product

  • Luxury In-store Display

  • Mixed Media Advertising Analysis

  • Trade-off Pricing Research

  • Brand Development & Product Screening

  • Understanding Local Business Needs

  • Plasterboard Packaging Research

  • Sentencers' Satisfaction Survey

  • Financial Brand Satisfaction Tracking

  • Public Consultation - Waste

  • Visitor Survey

  • Developing marketing materials for new products

  • Audience Development Plan

  • Sports Facility Survey

  • Product Development using Ethnography

  • International Competitor Mystery Shopping

  • Understanding Customer Pricing

  • Prototype Evaluation

  • Development of the Direct Offering

  • Global Advertising Campaign

  • Revitalising Existing Brand

  • Reader Satisfaction

  • Compliance Mystery Shopping

  • Brand Image Research

  • Understanding the Sales Journey Experience from both sides

  • Housing Scheme Test

  • Loyalty Scheme

  • Website Development

  • Adult Home Care Tracking Product Development

  • Cathedral Visitor Survey

  • International Satisfaction & Development

  • Brand Development

  • Driving business growth

  • Engaging adults back into education

  • Communication: New and existing financial products

Contact Phoenix MRC


01242 256816



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

Find us