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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

  • Strategic Brand Development

  • Product Development using Ethnography

  • Staff Surveys

  • Public Consultation - Council Tax

  • Understanding Attrition

  • Brand Development

  • Visitor Survey

  • Comms testing alongside NPD

  • Housing Scheme Test

  • Adult Home Care Tracking Product Development

  • Developing marketing materials for new products

  • Loyalty Scheme

  • Tourism Focus Groups

  • Audience Development Plan

  • Multi-national Usage & Attitude Survey

  • Understanding the use of Temporary Labour

  • Mixed Media Advertising Analysis

  • Trade-off Pricing Research

  • Revitalising Existing Brand

  • Sentencers' Satisfaction Survey

  • Competitor Mystery Shopping

  • Satisfaction Survey (Housing)

  • Understanding Customer Pricing

  • Development of the Direct Offering

  • Help Desk Mystery Shopping

  • Plasterboard Packaging Research

  • Website Development

  • Financial Brand Satisfaction Tracking

  • Sports Facility Survey

  • Service Delivery Mystery Shopping

  • New Expert Information Product

  • Engaging adults back into education

  • International Competitor Mystery Shopping

  • Driving business growth

  • Benchmarking Mystery Shopping

  • Brand Development & Product Screening

  • Global Advertising Campaign

  • Marketing consultancy for direct insurance

  • Reader Satisfaction

  • Broker Relationship Survey

  • Understanding Local Business Needs

  • Public Consultation - Waste

  • Brand Image Research

  • Affinities Partner

  • Prototype Evaluation

  • Understanding the Sales Journey Experience from both sides

  • Communication: New and existing financial products

  • Cathedral Visitor Survey

  • International Satisfaction & Development

  • Compliance Mystery Shopping

  • Luxury In-store Display

Contact Phoenix MRC


01242 256816



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

Find us