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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

  • International Competitor Mystery Shopping

  • Tourism Focus Groups

  • Satisfaction Survey (Housing)

  • International Satisfaction & Development

  • Reader Satisfaction

  • Brand Image Research

  • Compliance Mystery Shopping

  • Driving business growth

  • Help Desk Mystery Shopping

  • Sentencers' Satisfaction Survey

  • New Expert Information Product

  • Revitalising Existing Brand

  • Brand Development

  • Visitor Survey

  • Understanding Customer Pricing

  • Engaging adults back into education

  • Broker Relationship Survey

  • Affinities Partner

  • Benchmarking Mystery Shopping

  • Public Consultation - Council Tax

  • Global Advertising Campaign

  • Housing Scheme Test

  • Competitor Mystery Shopping

  • Public Consultation - Waste

  • Understanding Local Business Needs

  • Loyalty Scheme

  • Strategic Brand Development

  • Prototype Evaluation

  • Understanding Attrition

  • Financial Brand Satisfaction Tracking

  • Comms testing alongside NPD

  • Product Development using Ethnography

  • Understanding the Sales Journey Experience from both sides

  • Cathedral Visitor Survey

  • Sports Facility Survey

  • Website Development

  • Staff Surveys

  • Plasterboard Packaging Research

  • Brand Development & Product Screening

  • Audience Development Plan

  • Mixed Media Advertising Analysis

  • Understanding the use of Temporary Labour

  • Communication: New and existing financial products

  • Service Delivery Mystery Shopping

  • Luxury In-store Display

  • Marketing consultancy for direct insurance

  • Adult Home Care Tracking Product Development

  • Development of the Direct Offering

  • Multi-national Usage & Attitude Survey

  • Trade-off Pricing Research

  • Developing marketing materials for new products

Contact Phoenix MRC


01242 256816



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

Find us