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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

  • Financial Brand Satisfaction Tracking

  • Sentencers' Satisfaction Survey

  • Compliance Mystery Shopping

  • Understanding Local Business Needs

  • Audience Development Plan

  • Loyalty Scheme

  • Broker Relationship Survey

  • Website Development

  • Developing marketing materials for new products

  • Understanding the Sales Journey Experience from both sides

  • Tourism Focus Groups

  • Brand Development

  • International Competitor Mystery Shopping

  • Competitor Mystery Shopping

  • Plasterboard Packaging Research

  • Prototype Evaluation

  • Benchmarking Mystery Shopping

  • Strategic Brand Development

  • Understanding Customer Pricing

  • Development of the Direct Offering

  • Affinities Partner

  • New Expert Information Product

  • Revitalising Existing Brand

  • Help Desk Mystery Shopping

  • Comms testing alongside NPD

  • Understanding Attrition

  • Staff Surveys

  • Public Consultation - Council Tax

  • Cathedral Visitor Survey

  • Communication: New and existing financial products

  • Luxury In-store Display

  • Service Delivery Mystery Shopping

  • Driving business growth

  • Public Consultation - Waste

  • Trade-off Pricing Research

  • Brand Image Research

  • Global Advertising Campaign

  • Product Development using Ethnography

  • Marketing consultancy for direct insurance

  • Housing Scheme Test

  • Adult Home Care Tracking Product Development

  • Understanding the use of Temporary Labour

  • Satisfaction Survey (Housing)

  • Sports Facility Survey

  • Brand Development & Product Screening

  • International Satisfaction & Development

  • Mixed Media Advertising Analysis

  • Multi-national Usage & Attitude Survey

  • Reader Satisfaction

  • Engaging adults back into education

  • Visitor Survey

Contact Phoenix MRC


01242 256816



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

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