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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

  • Developing marketing materials for new products

  • Trade-off Pricing Research

  • Understanding Attrition

  • Global Advertising Campaign

  • Communication: New and existing financial products

  • Affinities Partner

  • New Expert Information Product

  • Understanding the Sales Journey Experience from both sides

  • Audience Development Plan

  • Engaging adults back into education

  • Mixed Media Advertising Analysis

  • Loyalty Scheme

  • International Satisfaction & Development

  • Public Consultation - Council Tax

  • Competitor Mystery Shopping

  • International Competitor Mystery Shopping

  • Cathedral Visitor Survey

  • Help Desk Mystery Shopping

  • Comms testing alongside NPD

  • Compliance Mystery Shopping

  • Staff Surveys

  • Adult Home Care Tracking Product Development

  • Broker Relationship Survey

  • Multi-national Usage & Attitude Survey

  • Understanding Local Business Needs

  • Sports Facility Survey

  • Reader Satisfaction

  • Website Development

  • Prototype Evaluation

  • Benchmarking Mystery Shopping

  • Brand Development & Product Screening

  • Revitalising Existing Brand

  • Housing Scheme Test

  • Sentencers' Satisfaction Survey

  • Development of the Direct Offering

  • Tourism Focus Groups

  • Visitor Survey

  • Strategic Brand Development

  • Understanding the use of Temporary Labour

  • Understanding Customer Pricing

  • Plasterboard Packaging Research

  • Financial Brand Satisfaction Tracking

  • Driving business growth

  • Public Consultation - Waste

  • Product Development using Ethnography

  • Service Delivery Mystery Shopping

  • Luxury In-store Display

  • Brand Image Research

  • Brand Development

  • Satisfaction Survey (Housing)

  • Marketing consultancy for direct insurance

Contact Phoenix MRC


01242 256816



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

Find us