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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

  • Compliance Mystery Shopping

  • Financial Brand Satisfaction Tracking

  • Multi-national Usage & Attitude Survey

  • Visitor Survey

  • Service Delivery Mystery Shopping

  • Understanding Attrition

  • Website Development

  • Revitalising Existing Brand

  • Understanding Customer Pricing

  • Competitor Mystery Shopping

  • Public Consultation - Council Tax

  • Understanding Local Business Needs

  • Adult Home Care Tracking Product Development

  • International Satisfaction & Development

  • Housing Scheme Test

  • Satisfaction Survey (Housing)

  • Sentencers' Satisfaction Survey

  • Tourism Focus Groups

  • Public Consultation - Waste

  • Developing marketing materials for new products

  • Comms testing alongside NPD

  • Affinities Partner

  • Marketing consultancy for direct insurance

  • Benchmarking Mystery Shopping

  • Brand Development & Product Screening

  • Brand Image Research

  • Prototype Evaluation

  • Sports Facility Survey

  • Audience Development Plan

  • Reader Satisfaction

  • Cathedral Visitor Survey

  • Help Desk Mystery Shopping

  • Strategic Brand Development

  • Luxury In-store Display

  • International Competitor Mystery Shopping

  • Communication: New and existing financial products

  • Loyalty Scheme

  • New Expert Information Product

  • Development of the Direct Offering

  • Driving business growth

  • Understanding the use of Temporary Labour

  • Brand Development

  • Staff Surveys

  • Product Development using Ethnography

  • Trade-off Pricing Research

  • Broker Relationship Survey

  • Engaging adults back into education

  • Mixed Media Advertising Analysis

  • Plasterboard Packaging Research

  • Understanding the Sales Journey Experience from both sides

  • Global Advertising Campaign

Contact Phoenix MRC


01242 256816



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

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