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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

  • Understanding the use of Temporary Labour

  • Public Consultation - Council Tax

  • Brand Image Research

  • Prototype Evaluation

  • Strategic Brand Development

  • Sports Facility Survey

  • Understanding Attrition

  • Trade-off Pricing Research

  • Plasterboard Packaging Research

  • Website Development

  • Help Desk Mystery Shopping

  • Compliance Mystery Shopping

  • Tourism Focus Groups

  • Service Delivery Mystery Shopping

  • Understanding Local Business Needs

  • Audience Development Plan

  • Understanding the Sales Journey Experience from both sides

  • Mixed Media Advertising Analysis

  • Reader Satisfaction

  • Sentencers' Satisfaction Survey

  • Understanding Customer Pricing

  • Competitor Mystery Shopping

  • International Satisfaction & Development

  • Communication: New and existing financial products

  • Global Advertising Campaign

  • Public Consultation - Waste

  • International Competitor Mystery Shopping

  • Housing Scheme Test

  • Driving business growth

  • Engaging adults back into education

  • Loyalty Scheme

  • Cathedral Visitor Survey

  • Affinities Partner

  • Developing marketing materials for new products

  • Brand Development & Product Screening

  • Marketing consultancy for direct insurance

  • Financial Brand Satisfaction Tracking

  • Benchmarking Mystery Shopping

  • Product Development using Ethnography

  • Satisfaction Survey (Housing)

  • Brand Development

  • Visitor Survey

  • Luxury In-store Display

  • Comms testing alongside NPD

  • Adult Home Care Tracking Product Development

  • Revitalising Existing Brand

  • Multi-national Usage & Attitude Survey

  • Staff Surveys

  • Development of the Direct Offering

  • New Expert Information Product

  • Broker Relationship Survey

Contact Phoenix MRC


+44 (0) 1242 256816



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

Find us