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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 the use of Temporary Labour

  • Loyalty Scheme

  • Trade-off Pricing Research

  • Sports Facility Survey

  • Website Development

  • Plasterboard Packaging Research

  • Understanding the Sales Journey Experience from both sides

  • Mixed Media Advertising Analysis

  • International Satisfaction & Development

  • Competitor Mystery Shopping

  • Understanding Attrition

  • Housing Scheme Test

  • Global Advertising Campaign

  • Luxury In-store Display

  • Prototype Evaluation

  • Developing marketing materials for new products

  • Staff Surveys

  • Tourism Focus Groups

  • Help Desk Mystery Shopping

  • Engaging adults back into education

  • Product Development using Ethnography

  • Comms testing alongside NPD

  • Brand Development

  • Multi-national Usage & Attitude Survey

  • Brand Image Research

  • Development of the Direct Offering

  • Compliance Mystery Shopping

  • Affinities Partner

  • Sentencers' Satisfaction Survey

  • Public Consultation - Council Tax

  • Audience Development Plan

  • Adult Home Care Tracking Product Development

  • Service Delivery Mystery Shopping

  • Revitalising Existing Brand

  • Communication: New and existing financial products

  • Benchmarking Mystery Shopping

  • Strategic Brand Development

  • Understanding Local Business Needs

  • Financial Brand Satisfaction Tracking

  • Visitor Survey

  • Satisfaction Survey (Housing)

  • Driving business growth

  • Cathedral Visitor Survey

  • Public Consultation - Waste

  • Reader Satisfaction

  • Brand Development & Product Screening

  • Broker Relationship Survey

  • New Expert Information Product

  • Understanding Customer Pricing

  • International Competitor Mystery Shopping

  • Marketing consultancy for direct insurance

Contact Phoenix MRC


01242 256816



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

Find us