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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

  • Staff Surveys

  • Plasterboard Packaging Research

  • Communication: New and existing financial products

  • Understanding the Sales Journey Experience from both sides

  • Mixed Media Advertising Analysis

  • Housing Scheme Test

  • Help Desk Mystery Shopping

  • Marketing consultancy for direct insurance

  • Product Development using Ethnography

  • Loyalty Scheme

  • Visitor Survey

  • Engaging adults back into education

  • Luxury In-store Display

  • Broker Relationship Survey

  • Affinities Partner

  • Strategic Brand Development

  • Comms testing alongside NPD

  • Understanding the use of Temporary Labour

  • New Expert Information Product

  • Audience Development Plan

  • Brand Image Research

  • Public Consultation - Waste

  • Benchmarking Mystery Shopping

  • Understanding Attrition

  • Brand Development & Product Screening

  • Cathedral Visitor Survey

  • Tourism Focus Groups

  • Reader Satisfaction

  • Prototype Evaluation

  • Multi-national Usage & Attitude Survey

  • Sentencers' Satisfaction Survey

  • Financial Brand Satisfaction Tracking

  • Global Advertising Campaign

  • Public Consultation - Council Tax

  • Sports Facility Survey

  • Competitor Mystery Shopping

  • Satisfaction Survey (Housing)

  • Brand Development

  • Revitalising Existing Brand

  • Adult Home Care Tracking Product Development

  • Compliance Mystery Shopping

  • Understanding Customer Pricing

  • Driving business growth

  • Development of the Direct Offering

  • Developing marketing materials for new products

  • Website Development

  • Understanding Local Business Needs

  • International Satisfaction & Development

  • Service Delivery Mystery Shopping

  • Trade-off Pricing Research

  • International Competitor Mystery Shopping

Contact Phoenix MRC


01242 256816



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

Find us