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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

  • Tourism Focus Groups

  • Brand Image Research

  • Understanding Attrition

  • International Competitor Mystery Shopping

  • Financial Brand Satisfaction Tracking

  • International Satisfaction & Development

  • Product Development using Ethnography

  • Understanding the use of Temporary Labour

  • Reader Satisfaction

  • Mixed Media Advertising Analysis

  • Global Advertising Campaign

  • Understanding Customer Pricing

  • Compliance Mystery Shopping

  • Marketing consultancy for direct insurance

  • Loyalty Scheme

  • Sentencers' Satisfaction Survey

  • Comms testing alongside NPD

  • Driving business growth

  • Plasterboard Packaging Research

  • Public Consultation - Council Tax

  • Strategic Brand Development

  • Adult Home Care Tracking Product Development

  • Understanding the Sales Journey Experience from both sides

  • Brand Development & Product Screening

  • Benchmarking Mystery Shopping

  • Multi-national Usage & Attitude Survey

  • Broker Relationship Survey

  • Cathedral Visitor Survey

  • Competitor Mystery Shopping

  • Prototype Evaluation

  • Service Delivery Mystery Shopping

  • Luxury In-store Display

  • Communication: New and existing financial products

  • Revitalising Existing Brand

  • Audience Development Plan

  • New Expert Information Product

  • Housing Scheme Test

  • Trade-off Pricing Research

  • Satisfaction Survey (Housing)

  • Engaging adults back into education

  • Brand Development

  • Development of the Direct Offering

  • Website Development

  • Sports Facility Survey

  • Visitor Survey

  • Staff Surveys

  • Help Desk Mystery Shopping

  • Public Consultation - Waste

  • Understanding Local Business Needs

  • Affinities Partner

  • Developing marketing materials for new products

Contact Phoenix MRC


+44 (0) 1242 256816



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

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