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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

  • Brand Image Research

  • Marketing consultancy for direct insurance

  • Competitor Mystery Shopping

  • Plasterboard Packaging Research

  • Brand Development

  • Understanding Customer Pricing

  • Financial Brand Satisfaction Tracking

  • Understanding Local Business Needs

  • Adult Home Care Tracking Product Development

  • Benchmarking Mystery Shopping

  • Tourism Focus Groups

  • Trade-off Pricing Research

  • Staff Surveys

  • Understanding the use of Temporary Labour

  • Affinities Partner

  • Global Advertising Campaign

  • International Satisfaction & Development

  • Cathedral Visitor Survey

  • Understanding Attrition

  • Mixed Media Advertising Analysis

  • Comms testing alongside NPD

  • Broker Relationship Survey

  • Multi-national Usage & Attitude Survey

  • Luxury In-store Display

  • Sentencers' Satisfaction Survey

  • Public Consultation - Waste

  • Reader Satisfaction

  • Revitalising Existing Brand

  • New Expert Information Product

  • Development of the Direct Offering

  • Help Desk Mystery Shopping

  • International Competitor Mystery Shopping

  • Visitor Survey

  • Loyalty Scheme

  • Product Development using Ethnography

  • Audience Development Plan

  • Developing marketing materials for new products

  • Website Development

  • Housing Scheme Test

  • Brand Development & Product Screening

  • Compliance Mystery Shopping

  • Driving business growth

  • Communication: New and existing financial products

  • Prototype Evaluation

  • Public Consultation - Council Tax

  • Satisfaction Survey (Housing)

  • Sports Facility Survey

  • Understanding the Sales Journey Experience from both sides

  • Strategic Brand Development

  • Service Delivery Mystery Shopping

  • Engaging adults back into education

Contact Phoenix MRC


01242 256816



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

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