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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

  • Engaging adults back into education

  • Communication: New and existing financial products

  • Adult Home Care Tracking Product Development

  • Understanding Local Business Needs

  • Mixed Media Advertising Analysis

  • Audience Development Plan

  • International Competitor Mystery Shopping

  • Help Desk Mystery Shopping

  • Financial Brand Satisfaction Tracking

  • Luxury In-store Display

  • Understanding the Sales Journey Experience from both sides

  • Visitor Survey

  • Strategic Brand Development

  • Development of the Direct Offering

  • Public Consultation - Council Tax

  • Understanding Customer Pricing

  • Brand Image Research

  • Tourism Focus Groups

  • Competitor Mystery Shopping

  • Housing Scheme Test

  • Marketing consultancy for direct insurance

  • Developing marketing materials for new products

  • Product Development using Ethnography

  • Website Development

  • Understanding the use of Temporary Labour

  • Sports Facility Survey

  • Service Delivery Mystery Shopping

  • Global Advertising Campaign

  • Loyalty Scheme

  • Compliance Mystery Shopping

  • Sentencers' Satisfaction Survey

  • Benchmarking Mystery Shopping

  • Trade-off Pricing Research

  • Broker Relationship Survey

  • Revitalising Existing Brand

  • Multi-national Usage & Attitude Survey

  • Driving business growth

  • New Expert Information Product

  • Staff Surveys

  • Understanding Attrition

  • Satisfaction Survey (Housing)

  • Reader Satisfaction

  • Public Consultation - Waste

  • Comms testing alongside NPD

  • Prototype Evaluation

  • International Satisfaction & Development

  • Brand Development

  • Affinities Partner

  • Brand Development & Product Screening

  • Plasterboard Packaging Research

  • Cathedral Visitor Survey

Contact Phoenix MRC


01242 256816



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

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