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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

  • Website Development

  • Mixed Media Advertising Analysis

  • Marketing consultancy for direct insurance

  • Understanding Attrition

  • Driving business growth

  • Global Advertising Campaign

  • Understanding the use of Temporary Labour

  • Sentencers' Satisfaction Survey

  • Reader Satisfaction

  • Public Consultation - Council Tax

  • Development of the Direct Offering

  • Understanding the Sales Journey Experience from both sides

  • Affinities Partner

  • Comms testing alongside NPD

  • Service Delivery Mystery Shopping

  • Compliance Mystery Shopping

  • Plasterboard Packaging Research

  • Financial Brand Satisfaction Tracking

  • New Expert Information Product

  • Cathedral Visitor Survey

  • Competitor Mystery Shopping

  • Housing Scheme Test

  • Adult Home Care Tracking Product Development

  • Broker Relationship Survey

  • Product Development using Ethnography

  • Benchmarking Mystery Shopping

  • Loyalty Scheme

  • Brand Development & Product Screening

  • Satisfaction Survey (Housing)

  • Developing marketing materials for new products

  • Sports Facility Survey

  • Staff Surveys

  • Engaging adults back into education

  • Brand Image Research

  • Trade-off Pricing Research

  • Multi-national Usage & Attitude Survey

  • Public Consultation - Waste

  • Visitor Survey

  • Brand Development

  • Tourism Focus Groups

  • Revitalising Existing Brand

  • Strategic Brand Development

  • Help Desk Mystery Shopping

  • Communication: New and existing financial products

  • International Competitor Mystery Shopping

  • Understanding Customer Pricing

  • Prototype Evaluation

  • Audience Development Plan

  • International Satisfaction & Development

  • Luxury In-store Display

  • Understanding Local Business Needs

Contact Phoenix MRC


01242 256816



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

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