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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

  • Broker Relationship Survey

  • Adult Home Care Tracking Product Development

  • Understanding Customer Pricing

  • Marketing consultancy for direct insurance

  • Audience Development Plan

  • Brand Image Research

  • Mixed Media Advertising Analysis

  • Cathedral Visitor Survey

  • Understanding Local Business Needs

  • Public Consultation - Waste

  • Service Delivery Mystery Shopping

  • Tourism Focus Groups

  • Engaging adults back into education

  • Sports Facility Survey

  • Benchmarking Mystery Shopping

  • Housing Scheme Test

  • Developing marketing materials for new products

  • Understanding Attrition

  • Development of the Direct Offering

  • Strategic Brand Development

  • Staff Surveys

  • Financial Brand Satisfaction Tracking

  • Communication: New and existing financial products

  • Sentencers' Satisfaction Survey

  • International Competitor Mystery Shopping

  • Visitor Survey

  • Compliance Mystery Shopping

  • Trade-off Pricing Research

  • Comms testing alongside NPD

  • Loyalty Scheme

  • Multi-national Usage & Attitude Survey

  • Revitalising Existing Brand

  • Luxury In-store Display

  • Competitor Mystery Shopping

  • Reader Satisfaction

  • Brand Development & Product Screening

  • Product Development using Ethnography

  • Website Development

  • Prototype Evaluation

  • International Satisfaction & Development

  • Driving business growth

  • Affinities Partner

  • Brand Development

  • Satisfaction Survey (Housing)

  • Public Consultation - Council Tax

  • Understanding the use of Temporary Labour

  • New Expert Information Product

  • Global Advertising Campaign

  • Understanding the Sales Journey Experience from both sides

  • Help Desk Mystery Shopping

  • Plasterboard Packaging Research

Contact Phoenix MRC


+44 (0) 1242 256816



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

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