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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

  • Service Delivery Mystery Shopping

  • Brand Image Research

  • Strategic Brand Development

  • Plasterboard Packaging Research

  • Financial Brand Satisfaction Tracking

  • Brand Development & Product Screening

  • Product Development using Ethnography

  • Global Advertising Campaign

  • Website Development

  • Development of the Direct Offering

  • Luxury In-store Display

  • Revitalising Existing Brand

  • New Expert Information Product

  • Audience Development Plan

  • Engaging adults back into education

  • Understanding the use of Temporary Labour

  • Developing marketing materials for new products

  • Tourism Focus Groups

  • Reader Satisfaction

  • Marketing consultancy for direct insurance

  • Cathedral Visitor Survey

  • Competitor Mystery Shopping

  • Comms testing alongside NPD

  • Visitor Survey

  • Help Desk Mystery Shopping

  • Public Consultation - Waste

  • Housing Scheme Test

  • Public Consultation - Council Tax

  • Understanding the Sales Journey Experience from both sides

  • Adult Home Care Tracking Product Development

  • Multi-national Usage & Attitude Survey

  • Mixed Media Advertising Analysis

  • Satisfaction Survey (Housing)

  • Communication: New and existing financial products

  • Trade-off Pricing Research

  • Sentencers' Satisfaction Survey

  • Affinities Partner

  • Loyalty Scheme

  • Compliance Mystery Shopping

  • Benchmarking Mystery Shopping

  • International Satisfaction & Development

  • Sports Facility Survey

  • Brand Development

  • Staff Surveys

  • Broker Relationship Survey

  • Understanding Customer Pricing

  • Understanding Local Business Needs

  • Driving business growth

  • International Competitor Mystery Shopping

  • Prototype Evaluation

  • Understanding Attrition

Contact Phoenix MRC


01242 256816



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

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