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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

  • Understanding Attrition

  • Benchmarking Mystery Shopping

  • Strategic Brand Development

  • Understanding the Sales Journey Experience from both sides

  • Global Advertising Campaign

  • Tourism Focus Groups

  • Website Development

  • International Competitor Mystery Shopping

  • International Satisfaction & Development

  • Audience Development Plan

  • Cathedral Visitor Survey

  • Development of the Direct Offering

  • Sentencers' Satisfaction Survey

  • Comms testing alongside NPD

  • Public Consultation - Council Tax

  • Luxury In-store Display

  • Prototype Evaluation

  • Brand Development & Product Screening

  • Financial Brand Satisfaction Tracking

  • Staff Surveys

  • Multi-national Usage & Attitude Survey

  • Marketing consultancy for direct insurance

  • Plasterboard Packaging Research

  • New Expert Information Product

  • Affinities Partner

  • Revitalising Existing Brand

  • Engaging adults back into education

  • Developing marketing materials for new products

  • Mixed Media Advertising Analysis

  • Adult Home Care Tracking Product Development

  • Compliance Mystery Shopping

  • Broker Relationship Survey

  • Brand Image Research

  • Understanding Local Business Needs

  • Competitor Mystery Shopping

  • Communication: New and existing financial products

  • Help Desk Mystery Shopping

  • Service Delivery Mystery Shopping

  • Sports Facility Survey

  • Product Development using Ethnography

  • Loyalty Scheme

  • Satisfaction Survey (Housing)

  • Public Consultation - Waste

  • Trade-off Pricing Research

  • Understanding Customer Pricing

  • Reader Satisfaction

  • Visitor Survey

  • Brand Development

  • Driving business growth

  • Understanding the use of Temporary Labour

  • Housing Scheme Test

Contact Phoenix MRC


01242 256816



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

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