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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

  • Brand Development & Product Screening

  • Marketing consultancy for direct insurance

  • Website Development

  • Visitor Survey

  • Help Desk Mystery Shopping

  • Financial Brand Satisfaction Tracking

  • Prototype Evaluation

  • Trade-off Pricing Research

  • Brand Image Research

  • Public Consultation - Council Tax

  • International Satisfaction & Development

  • Understanding Attrition

  • Strategic Brand Development

  • Staff Surveys

  • Luxury In-store Display

  • Loyalty Scheme

  • Comms testing alongside NPD

  • Service Delivery Mystery Shopping

  • Plasterboard Packaging Research

  • Reader Satisfaction

  • Tourism Focus Groups

  • Public Consultation - Waste

  • Competitor Mystery Shopping

  • Benchmarking Mystery Shopping

  • Understanding the use of Temporary Labour

  • Communication: New and existing financial products

  • Global Advertising Campaign

  • Compliance Mystery Shopping

  • Broker Relationship Survey

  • Satisfaction Survey (Housing)

  • Multi-national Usage & Attitude Survey

  • Housing Scheme Test

  • Understanding Customer Pricing

  • Development of the Direct Offering

  • Sports Facility Survey

  • Adult Home Care Tracking Product Development

  • Cathedral Visitor Survey

  • Understanding Local Business Needs

  • Affinities Partner

  • Revitalising Existing Brand

  • Developing marketing materials for new products

  • Driving business growth

  • New Expert Information Product

  • Brand Development

  • Mixed Media Advertising Analysis

  • Audience Development Plan

  • Engaging adults back into education

  • Understanding the Sales Journey Experience from both sides

  • International Competitor Mystery Shopping

  • Product Development using Ethnography

  • Sentencers' Satisfaction Survey

Contact Phoenix MRC


01242 256816



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

Find us