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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

  • Benchmarking Mystery Shopping

  • Luxury In-store Display

  • Adult Home Care Tracking Product Development

  • Loyalty Scheme

  • Housing Scheme Test

  • Financial Brand Satisfaction Tracking

  • Public Consultation - Waste

  • Plasterboard Packaging Research

  • Staff Surveys

  • Satisfaction Survey (Housing)

  • Understanding Local Business Needs

  • Compliance Mystery Shopping

  • Competitor Mystery Shopping

  • Cathedral Visitor Survey

  • Development of the Direct Offering

  • Visitor Survey

  • International Competitor Mystery Shopping

  • Revitalising Existing Brand

  • Global Advertising Campaign

  • Tourism Focus Groups

  • Public Consultation - Council Tax

  • Trade-off Pricing Research

  • Mixed Media Advertising Analysis

  • Broker Relationship Survey

  • Reader Satisfaction

  • Understanding the Sales Journey Experience from both sides

  • International Satisfaction & Development

  • Understanding the use of Temporary Labour

  • New Expert Information Product

  • Audience Development Plan

  • Understanding Customer Pricing

  • Help Desk Mystery Shopping

  • Comms testing alongside NPD

  • Communication: New and existing financial products

  • Brand Image Research

  • Driving business growth

  • Multi-national Usage & Attitude Survey

  • Website Development

  • Strategic Brand Development

  • Affinities Partner

  • Developing marketing materials for new products

  • Understanding Attrition

  • Brand Development

  • Service Delivery Mystery Shopping

  • Sentencers' Satisfaction Survey

  • Marketing consultancy for direct insurance

  • Sports Facility Survey

  • Brand Development & Product Screening

  • Product Development using Ethnography

  • Engaging adults back into education

  • Prototype Evaluation

Contact Phoenix MRC


+44 (0) 1242 256816



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

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