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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

  • Public Consultation - Council Tax

  • Benchmarking Mystery Shopping

  • Understanding Local Business Needs

  • Compliance Mystery Shopping

  • Revitalising Existing Brand

  • Engaging adults back into education

  • Tourism Focus Groups

  • Audience Development Plan

  • Brand Image Research

  • Understanding Attrition

  • Plasterboard Packaging Research

  • Public Consultation - Waste

  • Mixed Media Advertising Analysis

  • Reader Satisfaction

  • Driving business growth

  • Developing marketing materials for new products

  • Marketing consultancy for direct insurance

  • Visitor Survey

  • Development of the Direct Offering

  • Prototype Evaluation

  • Global Advertising Campaign

  • Understanding Customer Pricing

  • Staff Surveys

  • Trade-off Pricing Research

  • Understanding the use of Temporary Labour

  • Financial Brand Satisfaction Tracking

  • Website Development

  • Brand Development & Product Screening

  • Broker Relationship Survey

  • Sports Facility Survey

  • Service Delivery Mystery Shopping

  • International Competitor Mystery Shopping

  • New Expert Information Product

  • Affinities Partner

  • Adult Home Care Tracking Product Development

  • Product Development using Ethnography

  • Understanding the Sales Journey Experience from both sides

  • Multi-national Usage & Attitude Survey

  • Luxury In-store Display

  • Housing Scheme Test

  • International Satisfaction & Development

  • Comms testing alongside NPD

  • Strategic Brand Development

  • Loyalty Scheme

  • Satisfaction Survey (Housing)

  • Competitor Mystery Shopping

  • Sentencers' Satisfaction Survey

  • Communication: New and existing financial products

  • Cathedral Visitor Survey

  • Brand Development

  • Help Desk Mystery Shopping

Contact Phoenix MRC


01242 256816



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

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