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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

  • Tourism Focus Groups

  • Developing marketing materials for new products

  • Service Delivery Mystery Shopping

  • Multi-national Usage & Attitude Survey

  • Cathedral Visitor Survey

  • Luxury In-store Display

  • Prototype Evaluation

  • Financial Brand Satisfaction Tracking

  • Brand Image Research

  • Understanding the Sales Journey Experience from both sides

  • Broker Relationship Survey

  • Revitalising Existing Brand

  • Adult Home Care Tracking Product Development

  • Understanding Attrition

  • Visitor Survey

  • Understanding the use of Temporary Labour

  • Brand Development

  • Competitor Mystery Shopping

  • Help Desk Mystery Shopping

  • Public Consultation - Waste

  • Global Advertising Campaign

  • Mixed Media Advertising Analysis

  • Comms testing alongside NPD

  • Sports Facility Survey

  • Reader Satisfaction

  • Communication: New and existing financial products

  • Engaging adults back into education

  • Compliance Mystery Shopping

  • Satisfaction Survey (Housing)

  • Understanding Local Business Needs

  • Benchmarking Mystery Shopping

  • Sentencers' Satisfaction Survey

  • Housing Scheme Test

  • Product Development using Ethnography

  • Brand Development & Product Screening

  • Understanding Customer Pricing

  • Plasterboard Packaging Research

  • Loyalty Scheme

  • International Satisfaction & Development

  • Trade-off Pricing Research

  • International Competitor Mystery Shopping

  • Staff Surveys

  • Public Consultation - Council Tax

  • Audience Development Plan

  • Driving business growth

  • Website Development

  • Affinities Partner

  • Strategic Brand Development

  • Marketing consultancy for direct insurance

  • Development of the Direct Offering

  • New Expert Information Product

Contact Phoenix MRC


01242 256816



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

Find us