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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

  • Developing marketing materials for new products

  • Global Advertising Campaign

  • Service Delivery Mystery Shopping

  • Understanding the use of Temporary Labour

  • Loyalty Scheme

  • Understanding Local Business Needs

  • Luxury In-store Display

  • Multi-national Usage & Attitude Survey

  • Understanding the Sales Journey Experience from both sides

  • Brand Development

  • Prototype Evaluation

  • Competitor Mystery Shopping

  • Financial Brand Satisfaction Tracking

  • Tourism Focus Groups

  • Staff Surveys

  • Adult Home Care Tracking Product Development

  • Development of the Direct Offering

  • Website Development

  • Strategic Brand Development

  • Visitor Survey

  • Reader Satisfaction

  • Audience Development Plan

  • International Competitor Mystery Shopping

  • Housing Scheme Test

  • Compliance Mystery Shopping

  • Driving business growth

  • Understanding Customer Pricing

  • Public Consultation - Council Tax

  • International Satisfaction & Development

  • Affinities Partner

  • Plasterboard Packaging Research

  • Sentencers' Satisfaction Survey

  • Sports Facility Survey

  • Engaging adults back into education

  • Understanding Attrition

  • Marketing consultancy for direct insurance

  • Help Desk Mystery Shopping

  • Product Development using Ethnography

  • Brand Image Research

  • Benchmarking Mystery Shopping

  • Satisfaction Survey (Housing)

  • Brand Development & Product Screening

  • Public Consultation - Waste

  • Mixed Media Advertising Analysis

  • Trade-off Pricing Research

  • Broker Relationship Survey

  • New Expert Information Product

  • Cathedral Visitor Survey

  • Revitalising Existing Brand

  • Comms testing alongside NPD

  • Communication: New and existing financial products

Contact Phoenix MRC


01242 256816



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

Find us