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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

  • Development of the Direct Offering

  • International Competitor Mystery Shopping

  • Mixed Media Advertising Analysis

  • Brand Image Research

  • Understanding Customer Pricing

  • Cathedral Visitor Survey

  • Luxury In-store Display

  • Help Desk Mystery Shopping

  • Strategic Brand Development

  • International Satisfaction & Development

  • Product Development using Ethnography

  • Audience Development Plan

  • Benchmarking Mystery Shopping

  • Revitalising Existing Brand

  • Global Advertising Campaign

  • Financial Brand Satisfaction Tracking

  • Brand Development & Product Screening

  • Satisfaction Survey (Housing)

  • New Expert Information Product

  • Driving business growth

  • Public Consultation - Council Tax

  • Competitor Mystery Shopping

  • Loyalty Scheme

  • Tourism Focus Groups

  • Broker Relationship Survey

  • Understanding the use of Temporary Labour

  • Sports Facility Survey

  • Understanding Attrition

  • Reader Satisfaction

  • Affinities Partner

  • Understanding the Sales Journey Experience from both sides

  • Staff Surveys

  • Prototype Evaluation

  • Multi-national Usage & Attitude Survey

  • Housing Scheme Test

  • Communication: New and existing financial products

  • Service Delivery Mystery Shopping

  • Sentencers' Satisfaction Survey

  • Visitor Survey

  • Comms testing alongside NPD

  • Website Development

  • Developing marketing materials for new products

  • Public Consultation - Waste

  • Adult Home Care Tracking Product Development

  • Understanding Local Business Needs

  • Brand Development

  • Compliance Mystery Shopping

  • Plasterboard Packaging Research

  • Engaging adults back into education

  • Marketing consultancy for direct insurance

  • Trade-off Pricing Research

Contact Phoenix MRC


01242 256816



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

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