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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

  • Audience Development Plan

  • Luxury In-store Display

  • Housing Scheme Test

  • Understanding the Sales Journey Experience from both sides

  • New Expert Information Product

  • Brand Development & Product Screening

  • Development of the Direct Offering

  • Help Desk Mystery Shopping

  • Competitor Mystery Shopping

  • Cathedral Visitor Survey

  • Affinities Partner

  • Revitalising Existing Brand

  • Brand Image Research

  • Broker Relationship Survey

  • Financial Brand Satisfaction Tracking

  • Tourism Focus Groups

  • Understanding Customer Pricing

  • Comms testing alongside NPD

  • Visitor Survey

  • Brand Development

  • Understanding the use of Temporary Labour

  • Service Delivery Mystery Shopping

  • Prototype Evaluation

  • International Satisfaction & Development

  • Sports Facility Survey

  • Public Consultation - Council Tax

  • Benchmarking Mystery Shopping

  • Reader Satisfaction

  • Product Development using Ethnography

  • Adult Home Care Tracking Product Development

  • Public Consultation - Waste

  • Website Development

  • Strategic Brand Development

  • Understanding Attrition

  • Communication: New and existing financial products

  • Mixed Media Advertising Analysis

  • Plasterboard Packaging Research

  • International Competitor Mystery Shopping

  • Multi-national Usage & Attitude Survey

  • Marketing consultancy for direct insurance

  • Global Advertising Campaign

  • Compliance Mystery Shopping

  • Sentencers' Satisfaction Survey

  • Staff Surveys

  • Loyalty Scheme

  • Trade-off Pricing Research

  • Understanding Local Business Needs

  • Engaging adults back into education

  • Driving business growth

  • Satisfaction Survey (Housing)

  • Developing marketing materials for new products

Contact Phoenix MRC


01242 256816



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

Find us