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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

  • Visitor Survey

  • Brand Image Research

  • Brand Development & Product Screening

  • Staff Surveys

  • Developing marketing materials for new products

  • Understanding Local Business Needs

  • Prototype Evaluation

  • Loyalty Scheme

  • Tourism Focus Groups

  • Product Development using Ethnography

  • Multi-national Usage & Attitude Survey

  • Luxury In-store Display

  • Revitalising Existing Brand

  • Plasterboard Packaging Research

  • Understanding the use of Temporary Labour

  • Communication: New and existing financial products

  • Sentencers' Satisfaction Survey

  • Strategic Brand Development

  • Satisfaction Survey (Housing)

  • Service Delivery Mystery Shopping

  • Development of the Direct Offering

  • Audience Development Plan

  • Competitor Mystery Shopping

  • Help Desk Mystery Shopping

  • Website Development

  • Mixed Media Advertising Analysis

  • International Competitor Mystery Shopping

  • Driving business growth

  • Financial Brand Satisfaction Tracking

  • Marketing consultancy for direct insurance

  • Comms testing alongside NPD

  • Broker Relationship Survey

  • Affinities Partner

  • Brand Development

  • Housing Scheme Test

  • International Satisfaction & Development

  • Compliance Mystery Shopping

  • Public Consultation - Waste

  • Reader Satisfaction

  • Adult Home Care Tracking Product Development

  • New Expert Information Product

  • Cathedral Visitor Survey

  • Public Consultation - Council Tax

  • Sports Facility Survey

  • Understanding Attrition

  • Understanding the Sales Journey Experience from both sides

  • Engaging adults back into education

  • Understanding Customer Pricing

  • Benchmarking Mystery Shopping

  • Trade-off Pricing Research

  • Global Advertising Campaign

Contact Phoenix MRC


01242 256816



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

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