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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

  • Competitor Mystery Shopping

  • Mixed Media Advertising Analysis

  • Sentencers' Satisfaction Survey

  • Website Development

  • International Satisfaction & Development

  • International Competitor Mystery Shopping

  • Benchmarking Mystery Shopping

  • Understanding the use of Temporary Labour

  • Staff Surveys

  • Financial Brand Satisfaction Tracking

  • Prototype Evaluation

  • Service Delivery Mystery Shopping

  • Visitor Survey

  • Developing marketing materials for new products

  • Satisfaction Survey (Housing)

  • Understanding the Sales Journey Experience from both sides

  • Plasterboard Packaging Research

  • Affinities Partner

  • Multi-national Usage & Attitude Survey

  • Strategic Brand Development

  • Engaging adults back into education

  • Loyalty Scheme

  • Brand Development

  • Development of the Direct Offering

  • Tourism Focus Groups

  • Global Advertising Campaign

  • Driving business growth

  • Help Desk Mystery Shopping

  • Broker Relationship Survey

  • Understanding Customer Pricing

  • Public Consultation - Waste

  • Trade-off Pricing Research

  • Brand Development & Product Screening

  • Adult Home Care Tracking Product Development

  • Comms testing alongside NPD

  • Housing Scheme Test

  • Reader Satisfaction

  • Audience Development Plan

  • Marketing consultancy for direct insurance

  • Revitalising Existing Brand

  • Luxury In-store Display

  • Communication: New and existing financial products

  • Understanding Attrition

  • Public Consultation - Council Tax

  • Sports Facility Survey

  • Understanding Local Business Needs

  • Cathedral Visitor Survey

  • Product Development using Ethnography

  • Compliance Mystery Shopping

  • Brand Image Research

  • New Expert Information Product

Contact Phoenix MRC


01242 256816



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

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