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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

  • Competitor Mystery Shopping

  • Brand Development

  • Affinities Partner

  • Website Development

  • Housing Scheme Test

  • International Satisfaction & Development

  • Public Consultation - Council Tax

  • New Expert Information Product

  • Reader Satisfaction

  • Benchmarking Mystery Shopping

  • Trade-off Pricing Research

  • Compliance Mystery Shopping

  • Staff Surveys

  • Loyalty Scheme

  • Comms testing alongside NPD

  • Tourism Focus Groups

  • Understanding the Sales Journey Experience from both sides

  • Public Consultation - Waste

  • Understanding Attrition

  • Luxury In-store Display

  • Brand Development & Product Screening

  • Plasterboard Packaging Research

  • International Competitor Mystery Shopping

  • Adult Home Care Tracking Product Development

  • Global Advertising Campaign

  • Financial Brand Satisfaction Tracking

  • Engaging adults back into education

  • Broker Relationship Survey

  • Mixed Media Advertising Analysis

  • Multi-national Usage & Attitude Survey

  • Visitor Survey

  • Communication: New and existing financial products

  • Product Development using Ethnography

  • Driving business growth

  • Development of the Direct Offering

  • Developing marketing materials for new products

  • Marketing consultancy for direct insurance

  • Help Desk Mystery Shopping

  • Brand Image Research

  • Sports Facility Survey

  • Strategic Brand Development

  • Understanding the use of Temporary Labour

  • Satisfaction Survey (Housing)

  • Cathedral Visitor Survey

  • Sentencers' Satisfaction Survey

  • Revitalising Existing Brand

  • Understanding Customer Pricing

  • Service Delivery Mystery Shopping

  • Audience Development Plan

  • Prototype Evaluation

  • Understanding Local Business Needs

Contact Phoenix MRC


+44 (0) 1242 256816



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

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