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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

  • Adult Home Care Tracking Product Development

  • Compliance Mystery Shopping

  • Brand Development

  • Public Consultation - Waste

  • Service Delivery Mystery Shopping

  • Benchmarking Mystery Shopping

  • Strategic Brand Development

  • Communication: New and existing financial products

  • Competitor Mystery Shopping

  • Cathedral Visitor Survey

  • Development of the Direct Offering

  • Help Desk Mystery Shopping

  • Website Development

  • Luxury In-store Display

  • Marketing consultancy for direct insurance

  • Comms testing alongside NPD

  • Global Advertising Campaign

  • Staff Surveys

  • Visitor Survey

  • Housing Scheme Test

  • Multi-national Usage & Attitude Survey

  • Public Consultation - Council Tax

  • Mixed Media Advertising Analysis

  • Driving business growth

  • Loyalty Scheme

  • Brand Image Research

  • International Satisfaction & Development

  • Engaging adults back into education

  • Product Development using Ethnography

  • Understanding the Sales Journey Experience from both sides

  • Sentencers' Satisfaction Survey

  • Prototype Evaluation

  • Satisfaction Survey (Housing)

  • Understanding the use of Temporary Labour

  • Reader Satisfaction

  • Understanding Customer Pricing

  • Understanding Attrition

  • International Competitor Mystery Shopping

  • Trade-off Pricing Research

  • Revitalising Existing Brand

  • Sports Facility Survey

  • New Expert Information Product

  • Plasterboard Packaging Research

  • Developing marketing materials for new products

  • Tourism Focus Groups

  • Audience Development Plan

  • Broker Relationship Survey

  • Financial Brand Satisfaction Tracking

  • Understanding Local Business Needs

  • Affinities Partner

  • Brand Development & Product Screening

Contact Phoenix MRC


01242 256816



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

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