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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

  • Audience Development Plan

  • Multi-national Usage & Attitude Survey

  • International Satisfaction & Development

  • Understanding the use of Temporary Labour

  • Engaging adults back into education

  • Plasterboard Packaging Research

  • Reader Satisfaction

  • Brand Development

  • Website Development

  • Cathedral Visitor Survey

  • Luxury In-store Display

  • Competitor Mystery Shopping

  • Strategic Brand Development

  • Driving business growth

  • Global Advertising Campaign

  • Service Delivery Mystery Shopping

  • Understanding Local Business Needs

  • Broker Relationship Survey

  • Help Desk Mystery Shopping

  • Satisfaction Survey (Housing)

  • Visitor Survey

  • Comms testing alongside NPD

  • Development of the Direct Offering

  • Adult Home Care Tracking Product Development

  • Brand Image Research

  • Prototype Evaluation

  • Revitalising Existing Brand

  • Trade-off Pricing Research

  • Product Development using Ethnography

  • Developing marketing materials for new products

  • Sports Facility Survey

  • Understanding the Sales Journey Experience from both sides

  • Tourism Focus Groups

  • Sentencers' Satisfaction Survey

  • International Competitor Mystery Shopping

  • Compliance Mystery Shopping

  • Benchmarking Mystery Shopping

  • Brand Development & Product Screening

  • Affinities Partner

  • New Expert Information Product

  • Marketing consultancy for direct insurance

  • Understanding Customer Pricing

  • Loyalty Scheme

  • Financial Brand Satisfaction Tracking

  • Communication: New and existing financial products

  • Housing Scheme Test

  • Mixed Media Advertising Analysis

  • Public Consultation - Waste

  • Staff Surveys

  • Understanding Attrition

  • Public Consultation - Council Tax

Contact Phoenix MRC


01242 256816



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

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