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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

  • Adult Home Care Tracking Product Development

  • Website Development

  • Visitor Survey

  • Reader Satisfaction

  • Plasterboard Packaging Research

  • Product Development using Ethnography

  • Staff Surveys

  • Engaging adults back into education

  • Understanding Local Business Needs

  • Luxury In-store Display

  • Broker Relationship Survey

  • Driving business growth

  • Financial Brand Satisfaction Tracking

  • Sports Facility Survey

  • Developing marketing materials for new products

  • New Expert Information Product

  • Revitalising Existing Brand

  • Help Desk Mystery Shopping

  • Audience Development Plan

  • Sentencers' Satisfaction Survey

  • Benchmarking Mystery Shopping

  • Communication: New and existing financial products

  • Public Consultation - Council Tax

  • Trade-off Pricing Research

  • Multi-national Usage & Attitude Survey

  • International Satisfaction & Development

  • Public Consultation - Waste

  • Brand Image Research

  • Understanding Attrition

  • Development of the Direct Offering

  • Loyalty Scheme

  • Mixed Media Advertising Analysis

  • Competitor Mystery Shopping

  • Compliance Mystery Shopping

  • Comms testing alongside NPD

  • Understanding the use of Temporary Labour

  • Service Delivery Mystery Shopping

  • Brand Development & Product Screening

  • Global Advertising Campaign

  • Marketing consultancy for direct insurance

  • Tourism Focus Groups

  • Understanding Customer Pricing

  • Strategic Brand Development

  • Prototype Evaluation

  • International Competitor Mystery Shopping

  • Cathedral Visitor Survey

  • Brand Development

  • Housing Scheme Test

  • Satisfaction Survey (Housing)

  • Affinities Partner

  • Understanding the Sales Journey Experience from both sides

Contact Phoenix MRC


+44 (0) 1242 256816



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

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