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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

  • Product Development using Ethnography

  • Compliance Mystery Shopping

  • Prototype Evaluation

  • Visitor Survey

  • Sentencers' Satisfaction Survey

  • Trade-off Pricing Research

  • Adult Home Care Tracking Product Development

  • Developing marketing materials for new products

  • Multi-national Usage & Attitude Survey

  • Sports Facility Survey

  • Staff Surveys

  • Public Consultation - Waste

  • Reader Satisfaction

  • Tourism Focus Groups

  • Loyalty Scheme

  • Public Consultation - Council Tax

  • Brand Development & Product Screening

  • Mixed Media Advertising Analysis

  • Luxury In-store Display

  • Service Delivery Mystery Shopping

  • Satisfaction Survey (Housing)

  • Website Development

  • Financial Brand Satisfaction Tracking

  • Communication: New and existing financial products

  • Understanding Customer Pricing

  • International Satisfaction & Development

  • Cathedral Visitor Survey

  • Strategic Brand Development

  • Understanding Local Business Needs

  • Comms testing alongside NPD

  • International Competitor Mystery Shopping

  • Understanding the use of Temporary Labour

  • Help Desk Mystery Shopping

  • Driving business growth

  • Revitalising Existing Brand

  • Understanding the Sales Journey Experience from both sides

  • Broker Relationship Survey

  • Engaging adults back into education

  • Audience Development Plan

  • Benchmarking Mystery Shopping

  • Marketing consultancy for direct insurance

  • Brand Image Research

  • Competitor Mystery Shopping

  • Understanding Attrition

  • Global Advertising Campaign

  • Brand Development

  • Housing Scheme Test

  • Plasterboard Packaging Research

  • Affinities Partner

  • New Expert Information Product

  • Development of the Direct Offering

Contact Phoenix MRC


+44 (0) 1242 256816



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

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