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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

  • Strategic Brand Development

  • Understanding the Sales Journey Experience from both sides

  • Understanding Local Business Needs

  • Satisfaction Survey (Housing)

  • Adult Home Care Tracking Product Development

  • International Competitor Mystery Shopping

  • Understanding the use of Temporary Labour

  • Brand Image Research

  • Development of the Direct Offering

  • Representative panel building

  • Reader Satisfaction

  • Help Desk Mystery Shopping

  • Brand Development & Product Screening

  • Understanding Customer Pricing

  • Staff Surveys

  • Developing marketing materials for new products

  • Mixed Media Advertising Analysis

  • Financial Brand Satisfaction Tracking

  • Audience Development Plan

  • Sports Facility Survey

  • Trade-off Pricing Research

  • Public Consultation - Council Tax

  • Communication: New and existing financial products

  • Sentencers' Satisfaction Survey

  • Understanding Attrition

  • Brand Development

  • Compliance Mystery Shopping

  • Benchmarking Mystery Shopping

  • Luxury In-store Display

  • Website Development

  • International Satisfaction & Development

  • Plasterboard Packaging Research

  • Product Development using Ethnography

  • Public Consultation - Waste

  • New Expert Information Product

  • Broker Relationship Survey

  • Marketing consultancy for direct insurance

  • Driving business growth

  • Housing Scheme Test

  • Tourism Focus Groups

  • Competitor Mystery Shopping

  • Service Delivery Mystery Shopping

  • Engaging adults back into education

  • Loyalty Scheme

  • Global Advertising Campaign

  • Cathedral Visitor Survey

  • Prototype Evaluation

  • Revitalising Existing Brand

  • Affinities Partner

  • Visitor Survey

  • Multi-national Usage & Attitude Survey

  • Comms testing alongside NPD

Contact Phoenix MRC


+44 (0) 1242 256816



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

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