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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

  • Brand Image Research

  • Plasterboard Packaging Research

  • Reader Satisfaction

  • Adult Home Care Tracking Product Development

  • Mixed Media Advertising Analysis

  • Understanding Customer Pricing

  • Help Desk Mystery Shopping

  • Service Delivery Mystery Shopping

  • Audience Development Plan

  • Revitalising Existing Brand

  • Sports Facility Survey

  • Strategic Brand Development

  • Tourism Focus Groups

  • Marketing consultancy for direct insurance

  • Financial Brand Satisfaction Tracking

  • Product Development using Ethnography

  • Comms testing alongside NPD

  • Understanding the Sales Journey Experience from both sides

  • Affinities Partner

  • Driving business growth

  • Trade-off Pricing Research

  • Global Advertising Campaign

  • Understanding the use of Temporary Labour

  • Developing marketing materials for new products

  • Visitor Survey

  • Competitor Mystery Shopping

  • Cathedral Visitor Survey

  • Brand Development

  • Satisfaction Survey (Housing)

  • Compliance Mystery Shopping

  • International Satisfaction & Development

  • Sentencers' Satisfaction Survey

  • International Competitor Mystery Shopping

  • Website Development

  • Understanding Local Business Needs

  • Brand Development & Product Screening

  • Benchmarking Mystery Shopping

  • Multi-national Usage & Attitude Survey

  • Public Consultation - Council Tax

  • Engaging adults back into education

  • Housing Scheme Test

  • New Expert Information Product

  • Public Consultation - Waste

  • Staff Surveys

  • Luxury In-store Display

  • Broker Relationship Survey

  • Development of the Direct Offering

  • Understanding Attrition

  • Communication: New and existing financial products

  • Prototype Evaluation

  • Loyalty Scheme

Contact Phoenix MRC


01242 256816



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

Find us