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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

  • Driving business growth

  • Global Advertising Campaign

  • Affinities Partner

  • Help Desk Mystery Shopping

  • Audience Development Plan

  • Sentencers' Satisfaction Survey

  • Trade-off Pricing Research

  • Mixed Media Advertising Analysis

  • Plasterboard Packaging Research

  • Satisfaction Survey (Housing)

  • Engaging adults back into education

  • Adult Home Care Tracking Product Development

  • Compliance Mystery Shopping

  • International Competitor Mystery Shopping

  • Housing Scheme Test

  • Understanding Attrition

  • Understanding the use of Temporary Labour

  • Reader Satisfaction

  • Brand Development & Product Screening

  • Service Delivery Mystery Shopping

  • Staff Surveys

  • Product Development using Ethnography

  • Brand Development

  • Visitor Survey

  • Benchmarking Mystery Shopping

  • Understanding Customer Pricing

  • Marketing consultancy for direct insurance

  • Luxury In-store Display

  • Comms testing alongside NPD

  • Website Development

  • New Expert Information Product

  • Financial Brand Satisfaction Tracking

  • Sports Facility Survey

  • Prototype Evaluation

  • Brand Image Research

  • Broker Relationship Survey

  • Multi-national Usage & Attitude Survey

  • Public Consultation - Waste

  • Cathedral Visitor Survey

  • International Satisfaction & Development

  • Developing marketing materials for new products

  • Strategic Brand Development

  • Public Consultation - Council Tax

  • Development of the Direct Offering

  • Understanding Local Business Needs

  • Communication: New and existing financial products

  • Competitor Mystery Shopping

  • Revitalising Existing Brand

  • Loyalty Scheme

  • Understanding the Sales Journey Experience from both sides

Contact Phoenix MRC


01242 256816



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

Find us