Brand Positioning: Instrumentation for Genomic Analysis

Table of Contents

Section 1: Analysis and Interpretation of

• Survey Results
• Overview
• Making a Distinctive Impression
  • Customer Awareness of Inter-Brand Differentiation
• Embodying Desirable Qualities
  • Customer-Perceived Brand Advantages
  • Brand Personality Composite
• Delivering on a Brand' s Promise
  • Market Performance Evaluation
• Maintaining a Durable Presence
  • Brand Use Over Time
  • Brand Equity Valuation
• Adopting a Brand Positioning Strategy
• Brand Profiles
  • Affymetrix
  • Agilent Technologies
  • Applied Biosystems
  • Beckman Coulter
  • Bio-Rad Laboratories
  • GE Healthcare
  • Illumina
  • Molecular Devices (MDS Analytical Technologies)
  • Stratagene

Section 2. Study Methodology and Demographics

• Methodology
• Definition of Terms
• Demographics
• Questionnaire

Section 3. Presentation of Survey Data

• Brand Usage
• Use of Specific Brands
  • Years using brand
  • Frequency of brand usage
  • Usefulness of brand to research
  • Satisfaction with brand
  • How often brand provides critical advantages in
• research
  • Ability to conduct research without brand
• Brand Comparisons
  • Degree of difference or similarity between brands
• Brand Personality
  • Descriptions of brand
• Brand Experience
  • Familiarity with products from brand
  • Happiness with performance of brand
  • Acceptability of prices of brand
  • Ease of obtaining brand' s products
  • Helpfulness of service and support from brand
• Demographics

Section 4. Appendices

• Insights and Perspectives
• Other Recent Publications
• About BioInformatics
• Our Valued Clients