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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

  • Trade-off Pricing Research

  • Plasterboard Packaging Research

  • Website Development

  • Mixed Media Advertising Analysis

  • Benchmarking Mystery Shopping

  • Visitor Survey

  • Luxury In-store Display

  • Global Advertising Campaign

  • Understanding the use of Temporary Labour

  • Marketing consultancy for direct insurance

  • Developing marketing materials for new products

  • Engaging adults back into education

  • Driving business growth

  • Brand Development & Product Screening

  • Cathedral Visitor Survey

  • Loyalty Scheme

  • Audience Development Plan

  • Strategic Brand Development

  • Public Consultation - Council Tax

  • Reader Satisfaction

  • Satisfaction Survey (Housing)

  • Housing Scheme Test

  • Understanding Customer Pricing

  • Understanding the Sales Journey Experience from both sides

  • Affinities Partner

  • Revitalising Existing Brand

  • Help Desk Mystery Shopping

  • Understanding Local Business Needs

  • Comms testing alongside NPD

  • Staff Surveys

  • Brand Development

  • Sentencers' Satisfaction Survey

  • International Competitor Mystery Shopping

  • Multi-national Usage & Attitude Survey

  • Financial Brand Satisfaction Tracking

  • Development of the Direct Offering

  • Brand Image Research

  • Communication: New and existing financial products

  • Compliance Mystery Shopping

  • Prototype Evaluation

  • Sports Facility Survey

  • Tourism Focus Groups

  • International Satisfaction & Development

  • Public Consultation - Waste

  • Understanding Attrition

  • Service Delivery Mystery Shopping

  • New Expert Information Product

  • Competitor Mystery Shopping

  • Broker Relationship Survey

  • Adult Home Care Tracking Product Development

  • Product Development using Ethnography

Contact Phoenix MRC


01242 256816



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

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