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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

  • Marketing consultancy for direct insurance

  • Public Consultation - Waste

  • Staff Surveys

  • Development of the Direct Offering

  • Comms testing alongside NPD

  • Understanding Attrition

  • Public Consultation - Council Tax

  • International Satisfaction & Development

  • Understanding the Sales Journey Experience from both sides

  • Trade-off Pricing Research

  • Adult Home Care Tracking Product Development

  • Strategic Brand Development

  • Developing marketing materials for new products

  • Competitor Mystery Shopping

  • Product Development using Ethnography

  • Multi-national Usage & Attitude Survey

  • Understanding Customer Pricing

  • Audience Development Plan

  • Brand Development

  • Service Delivery Mystery Shopping

  • Benchmarking Mystery Shopping

  • Broker Relationship Survey

  • Revitalising Existing Brand

  • New Expert Information Product

  • Communication: New and existing financial products

  • Understanding the use of Temporary Labour

  • Tourism Focus Groups

  • Financial Brand Satisfaction Tracking

  • Luxury In-store Display

  • Engaging adults back into education

  • Website Development

  • Reader Satisfaction

  • Satisfaction Survey (Housing)

  • Driving business growth

  • Plasterboard Packaging Research

  • Prototype Evaluation

  • Mixed Media Advertising Analysis

  • Brand Development & Product Screening

  • International Competitor Mystery Shopping

  • Visitor Survey

  • Help Desk Mystery Shopping

  • Compliance Mystery Shopping

  • Cathedral Visitor Survey

  • Global Advertising Campaign

  • Loyalty Scheme

  • Understanding Local Business Needs

  • Sports Facility Survey

  • Housing Scheme Test

  • Brand Image Research

  • Sentencers' Satisfaction Survey

  • Affinities Partner

Contact Phoenix MRC


+44 (0) 1242 256816



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

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