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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

  • Staff Surveys

  • Understanding the use of Temporary Labour

  • Driving business growth

  • Trade-off Pricing Research

  • Public Consultation - Waste

  • Reader Satisfaction

  • Comms testing alongside NPD

  • New Expert Information Product

  • Cathedral Visitor Survey

  • Website Development

  • Developing marketing materials for new products

  • Broker Relationship Survey

  • Understanding Local Business Needs

  • Brand Image Research

  • Loyalty Scheme

  • Financial Brand Satisfaction Tracking

  • Sentencers' Satisfaction Survey

  • Brand Development

  • Understanding Customer Pricing

  • International Satisfaction & Development

  • Competitor Mystery Shopping

  • Communication: New and existing financial products

  • Prototype Evaluation

  • Visitor Survey

  • Benchmarking Mystery Shopping

  • Engaging adults back into education

  • Brand Development & Product Screening

  • Adult Home Care Tracking Product Development

  • Multi-national Usage & Attitude Survey

  • Tourism Focus Groups

  • Affinities Partner

  • Housing Scheme Test

  • Global Advertising Campaign

  • Product Development using Ethnography

  • Sports Facility Survey

  • Understanding Attrition

  • Revitalising Existing Brand

  • Development of the Direct Offering

  • International Competitor Mystery Shopping

  • Luxury In-store Display

  • Understanding the Sales Journey Experience from both sides

  • Public Consultation - Council Tax

  • Compliance Mystery Shopping

  • Mixed Media Advertising Analysis

  • Service Delivery Mystery Shopping

  • Help Desk Mystery Shopping

  • Strategic Brand Development

  • Marketing consultancy for direct insurance

  • Satisfaction Survey (Housing)

  • Plasterboard Packaging Research

  • Audience Development Plan

Contact Phoenix MRC


01242 256816



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

Find us