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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

  • Prototype Evaluation

  • Cathedral Visitor Survey

  • Understanding the use of Temporary Labour

  • Website Development

  • International Satisfaction & Development

  • Service Delivery Mystery Shopping

  • Sports Facility Survey

  • New Expert Information Product

  • Benchmarking Mystery Shopping

  • Visitor Survey

  • Marketing consultancy for direct insurance

  • Driving business growth

  • Developing marketing materials for new products

  • Tourism Focus Groups

  • Audience Development Plan

  • Multi-national Usage & Attitude Survey

  • Satisfaction Survey (Housing)

  • Global Advertising Campaign

  • Engaging adults back into education

  • Broker Relationship Survey

  • Understanding Attrition

  • Financial Brand Satisfaction Tracking

  • Luxury In-store Display

  • International Competitor Mystery Shopping

  • Brand Development

  • Affinities Partner

  • Reader Satisfaction

  • Revitalising Existing Brand

  • Brand Development & Product Screening

  • Communication: New and existing financial products

  • Strategic Brand Development

  • Understanding Local Business Needs

  • Loyalty Scheme

  • Housing Scheme Test

  • Competitor Mystery Shopping

  • Help Desk Mystery Shopping

  • Trade-off Pricing Research

  • Brand Image Research

  • Sentencers' Satisfaction Survey

  • Understanding the Sales Journey Experience from both sides

  • Adult Home Care Tracking Product Development

  • Compliance Mystery Shopping

  • Mixed Media Advertising Analysis

  • Plasterboard Packaging Research

  • Product Development using Ethnography

  • Public Consultation - Waste

  • Understanding Customer Pricing

  • Comms testing alongside NPD

  • Staff Surveys

  • Development of the Direct Offering

  • Public Consultation - Council Tax

Contact Phoenix MRC


01242 256816



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

Find us