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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

  • Website Development

  • Understanding Customer Pricing

  • Developing marketing materials for new products

  • Brand Development

  • Help Desk Mystery Shopping

  • Global Advertising Campaign

  • Competitor Mystery Shopping

  • Plasterboard Packaging Research

  • Tourism Focus Groups

  • Prototype Evaluation

  • Engaging adults back into education

  • Affinities Partner

  • Satisfaction Survey (Housing)

  • Audience Development Plan

  • International Competitor Mystery Shopping

  • Public Consultation - Waste

  • Housing Scheme Test

  • Broker Relationship Survey

  • Reader Satisfaction

  • Understanding the Sales Journey Experience from both sides

  • International Satisfaction & Development

  • Revitalising Existing Brand

  • Comms testing alongside NPD

  • Marketing consultancy for direct insurance

  • Cathedral Visitor Survey

  • Communication: New and existing financial products

  • Financial Brand Satisfaction Tracking

  • New Expert Information Product

  • Product Development using Ethnography

  • Driving business growth

  • Service Delivery Mystery Shopping

  • Benchmarking Mystery Shopping

  • Understanding the use of Temporary Labour

  • Compliance Mystery Shopping

  • Brand Development & Product Screening

  • Adult Home Care Tracking Product Development

  • Trade-off Pricing Research

  • Public Consultation - Council Tax

  • Staff Surveys

  • Sentencers' Satisfaction Survey

  • Visitor Survey

  • Multi-national Usage & Attitude Survey

  • Development of the Direct Offering

  • Strategic Brand Development

  • Brand Image Research

  • Luxury In-store Display

  • Understanding Local Business Needs

  • Loyalty Scheme

  • Understanding Attrition

  • Sports Facility Survey

  • Mixed Media Advertising Analysis

Contact Phoenix MRC


01242 256816



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

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