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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

  • Understanding Attrition

  • Cathedral Visitor Survey

  • Sentencers' Satisfaction Survey

  • Trade-off Pricing Research

  • Revitalising Existing Brand

  • Service Delivery Mystery Shopping

  • Understanding Customer Pricing

  • Understanding Local Business Needs

  • New Expert Information Product

  • Product Development using Ethnography

  • Developing marketing materials for new products

  • Global Advertising Campaign

  • International Satisfaction & Development

  • Communication: New and existing financial products

  • Broker Relationship Survey

  • Competitor Mystery Shopping

  • Website Development

  • Marketing consultancy for direct insurance

  • Brand Development

  • Benchmarking Mystery Shopping

  • Brand Image Research

  • Tourism Focus Groups

  • Housing Scheme Test

  • Luxury In-store Display

  • Compliance Mystery Shopping

  • Financial Brand Satisfaction Tracking

  • Strategic Brand Development

  • Public Consultation - Waste

  • Adult Home Care Tracking Product Development

  • Loyalty Scheme

  • International Competitor Mystery Shopping

  • Plasterboard Packaging Research

  • Audience Development Plan

  • Mixed Media Advertising Analysis

  • Development of the Direct Offering

  • Public Consultation - Council Tax

  • Driving business growth

  • Reader Satisfaction

  • Multi-national Usage & Attitude Survey

  • Satisfaction Survey (Housing)

  • Affinities Partner

  • Staff Surveys

  • Sports Facility Survey

  • Understanding the use of Temporary Labour

  • Help Desk Mystery Shopping

  • Prototype Evaluation

  • Comms testing alongside NPD

  • Brand Development & Product Screening

  • Engaging adults back into education

  • Visitor Survey

  • Understanding the Sales Journey Experience from both sides

Contact Phoenix MRC


01242 256816



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

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