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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

  • Communication: New and existing financial products

  • Satisfaction Survey (Housing)

  • Affinities Partner

  • Product Development using Ethnography

  • Understanding Local Business Needs

  • Sports Facility Survey

  • Understanding Customer Pricing

  • Strategic Brand Development

  • Staff Surveys

  • Developing marketing materials for new products

  • Engaging adults back into education

  • Sentencers' Satisfaction Survey

  • Understanding the use of Temporary Labour

  • Cathedral Visitor Survey

  • Reader Satisfaction

  • Marketing consultancy for direct insurance

  • Comms testing alongside NPD

  • Adult Home Care Tracking Product Development

  • New Expert Information Product

  • International Competitor Mystery Shopping

  • Multi-national Usage & Attitude Survey

  • Driving business growth

  • Website Development

  • Compliance Mystery Shopping

  • Development of the Direct Offering

  • Competitor Mystery Shopping

  • Public Consultation - Waste

  • Tourism Focus Groups

  • Help Desk Mystery Shopping

  • Benchmarking Mystery Shopping

  • Audience Development Plan

  • Revitalising Existing Brand

  • Loyalty Scheme

  • Financial Brand Satisfaction Tracking

  • International Satisfaction & Development

  • Brand Development & Product Screening

  • Public Consultation - Council Tax

  • Visitor Survey

  • Brand Development

  • Prototype Evaluation

  • Service Delivery Mystery Shopping

  • Brand Image Research

  • Understanding Attrition

  • Housing Scheme Test

  • Understanding the Sales Journey Experience from both sides

  • Trade-off Pricing Research

  • Global Advertising Campaign

  • Plasterboard Packaging Research

  • Mixed Media Advertising Analysis

  • Luxury In-store Display

  • Broker Relationship Survey

Contact Phoenix MRC


01242 256816



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

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