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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 - Waste

  • Help Desk Mystery Shopping

  • Development of the Direct Offering

  • Service Delivery Mystery Shopping

  • Understanding the use of Temporary Labour

  • Sentencers' Satisfaction Survey

  • Global Advertising Campaign

  • Plasterboard Packaging Research

  • Understanding Local Business Needs

  • Loyalty Scheme

  • Brand Development & Product Screening

  • Benchmarking Mystery Shopping

  • International Satisfaction & Development

  • Communication: New and existing financial products

  • Adult Home Care Tracking Product Development

  • Multi-national Usage & Attitude Survey

  • New Expert Information Product

  • Strategic Brand Development

  • Prototype Evaluation

  • Website Development

  • Trade-off Pricing Research

  • Product Development using Ethnography

  • Understanding the Sales Journey Experience from both sides

  • Cathedral Visitor Survey

  • Public Consultation - Council Tax

  • Marketing consultancy for direct insurance

  • Sports Facility Survey

  • Compliance Mystery Shopping

  • Staff Surveys

  • Mixed Media Advertising Analysis

  • Financial Brand Satisfaction Tracking

  • Affinities Partner

  • Understanding Customer Pricing

  • Brand Development

  • Visitor Survey

  • Housing Scheme Test

  • Competitor Mystery Shopping

  • Understanding Attrition

  • Brand Image Research

  • Developing marketing materials for new products

  • Tourism Focus Groups

  • Engaging adults back into education

  • Reader Satisfaction

  • Comms testing alongside NPD

  • International Competitor Mystery Shopping

  • Audience Development Plan

  • Satisfaction Survey (Housing)

  • Driving business growth

  • Luxury In-store Display

  • Broker Relationship Survey

  • Revitalising Existing Brand

Contact Phoenix MRC


01242 256816



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

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