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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

  • Adult Home Care Tracking Product Development

  • Benchmarking Mystery Shopping

  • Reader Satisfaction

  • Plasterboard Packaging Research

  • Product Development using Ethnography

  • Developing marketing materials for new products

  • Compliance Mystery Shopping

  • Understanding the Sales Journey Experience from both sides

  • Luxury In-store Display

  • Understanding Local Business Needs

  • Cathedral Visitor Survey

  • Mixed Media Advertising Analysis

  • Brand Development

  • Loyalty Scheme

  • Competitor Mystery Shopping

  • Marketing consultancy for direct insurance

  • Trade-off Pricing Research

  • Public Consultation - Council Tax

  • Understanding Attrition

  • Tourism Focus Groups

  • Visitor Survey

  • Brand Image Research

  • Development of the Direct Offering

  • Service Delivery Mystery Shopping

  • Broker Relationship Survey

  • Satisfaction Survey (Housing)

  • Housing Scheme Test

  • Strategic Brand Development

  • Comms testing alongside NPD

  • International Competitor Mystery Shopping

  • Multi-national Usage & Attitude Survey

  • Help Desk Mystery Shopping

  • Understanding Customer Pricing

  • Understanding the use of Temporary Labour

  • Sports Facility Survey

  • International Satisfaction & Development

  • Brand Development & Product Screening

  • Communication: New and existing financial products

  • Driving business growth

  • Revitalising Existing Brand

  • Staff Surveys

  • Public Consultation - Waste

  • Audience Development Plan

  • Engaging adults back into education

  • Sentencers' Satisfaction Survey

  • Prototype Evaluation

  • Financial Brand Satisfaction Tracking

  • Affinities Partner

  • New Expert Information Product

  • Website Development

  • Global Advertising Campaign

Contact Phoenix MRC


01242 256816



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

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