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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

  • Trade-off Pricing Research

  • Adult Home Care Tracking Product Development

  • Comms testing alongside NPD

  • New Expert Information Product

  • Mixed Media Advertising Analysis

  • Plasterboard Packaging Research

  • Housing Scheme Test

  • Competitor Mystery Shopping

  • Developing marketing materials for new products

  • Public Consultation - Council Tax

  • Brand Image Research

  • Satisfaction Survey (Housing)

  • Service Delivery Mystery Shopping

  • Audience Development Plan

  • Global Advertising Campaign

  • Strategic Brand Development

  • Reader Satisfaction

  • International Competitor Mystery Shopping

  • Engaging adults back into education

  • Understanding Local Business Needs

  • Brand Development

  • Understanding the use of Temporary Labour

  • Affinities Partner

  • Understanding Attrition

  • Help Desk Mystery Shopping

  • Communication: New and existing financial products

  • Public Consultation - Waste

  • Brand Development & Product Screening

  • Loyalty Scheme

  • Cathedral Visitor Survey

  • Prototype Evaluation

  • Revitalising Existing Brand

  • Development of the Direct Offering

  • Luxury In-store Display

  • Broker Relationship Survey

  • Driving business growth

  • Marketing consultancy for direct insurance

  • Financial Brand Satisfaction Tracking

  • Website Development

  • Tourism Focus Groups

  • Visitor Survey

  • Sentencers' Satisfaction Survey

  • Multi-national Usage & Attitude Survey

  • Compliance Mystery Shopping

  • Sports Facility Survey

  • Understanding Customer Pricing

  • International Satisfaction & Development

  • Product Development using Ethnography

  • Staff Surveys

  • Understanding the Sales Journey Experience from both sides

Contact Phoenix MRC


01242 256816



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

Find us