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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

  • Public Consultation - Waste

  • International Competitor Mystery Shopping

  • Tourism Focus Groups

  • Compliance Mystery Shopping

  • Satisfaction Survey (Housing)

  • Reader Satisfaction

  • Visitor Survey

  • Developing marketing materials for new products

  • Benchmarking Mystery Shopping

  • Mixed Media Advertising Analysis

  • Marketing consultancy for direct insurance

  • Housing Scheme Test

  • Understanding Customer Pricing

  • Brand Development & Product Screening

  • Strategic Brand Development

  • Comms testing alongside NPD

  • Competitor Mystery Shopping

  • Product Development using Ethnography

  • Plasterboard Packaging Research

  • Public Consultation - Council Tax

  • Trade-off Pricing Research

  • Global Advertising Campaign

  • New Expert Information Product

  • Understanding Local Business Needs

  • Engaging adults back into education

  • Website Development

  • Audience Development Plan

  • Development of the Direct Offering

  • Broker Relationship Survey

  • Brand Image Research

  • Financial Brand Satisfaction Tracking

  • Adult Home Care Tracking Product Development

  • Affinities Partner

  • Sentencers' Satisfaction Survey

  • Brand Development

  • International Satisfaction & Development

  • Luxury In-store Display

  • Prototype Evaluation

  • Staff Surveys

  • Understanding Attrition

  • Help Desk Mystery Shopping

  • Service Delivery Mystery Shopping

  • Understanding the Sales Journey Experience from both sides

  • Driving business growth

  • Loyalty Scheme

  • Multi-national Usage & Attitude Survey

  • Cathedral Visitor Survey

  • Sports Facility Survey

  • Understanding the use of Temporary Labour

  • Revitalising Existing Brand

  • Communication: New and existing financial products

Contact Phoenix MRC


01242 256816



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

Find us