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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

  • Website Development

  • Understanding Local Business Needs

  • Compliance Mystery Shopping

  • Understanding the Sales Journey Experience from both sides

  • Prototype Evaluation

  • Global Advertising Campaign

  • Staff Surveys

  • Public Consultation - Waste

  • Benchmarking Mystery Shopping

  • Public Consultation - Council Tax

  • Affinities Partner

  • Strategic Brand Development

  • Understanding the use of Temporary Labour

  • Engaging adults back into education

  • Service Delivery Mystery Shopping

  • Brand Image Research

  • Help Desk Mystery Shopping

  • Product Development using Ethnography

  • Communication: New and existing financial products

  • Audience Development Plan

  • Developing marketing materials for new products

  • Trade-off Pricing Research

  • Competitor Mystery Shopping

  • Financial Brand Satisfaction Tracking

  • Broker Relationship Survey

  • Mixed Media Advertising Analysis

  • Visitor Survey

  • Housing Scheme Test

  • Cathedral Visitor Survey

  • Multi-national Usage & Attitude Survey

  • Reader Satisfaction

  • Sports Facility Survey

  • Brand Development & Product Screening

  • Brand Development

  • International Satisfaction & Development

  • Marketing consultancy for direct insurance

  • Loyalty Scheme

  • New Expert Information Product

  • Satisfaction Survey (Housing)

  • Driving business growth

  • Understanding Customer Pricing

  • International Competitor Mystery Shopping

  • Tourism Focus Groups

  • Sentencers' Satisfaction Survey

  • Luxury In-store Display

  • Comms testing alongside NPD

  • Revitalising Existing Brand

  • Plasterboard Packaging Research

  • Adult Home Care Tracking Product Development

  • Understanding Attrition

  • Development of the Direct Offering

Contact Phoenix MRC


01242 256816



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

Find us