Abstract
Positioning is how a brand appears in relation to other brands in the market.
It is influenced by the experiences customers have with a brand' s products,
services, advertising and promotional material, and representatives over time.
Using advanced statistical analysis this study, consisting of six separate
reports, will examine brand positioning in six life science product categories:
- Cell biology kits and reagents
- Gene expression analysis products
- Instrumentation for genomic analysis
- Instrumentation for protein analysis
- Nucleic acid purification products
- Protein separation products
From the perspective of North American life scientists, these reports are
designed to:
- Establish a brand' s major benefits and advantages from the customers'
perspective
- Explore a brand' s customer mindshare using metrics that approximate a
brand' s performance in the market: promotion, product, price, placement, and
service
- Assess brand personality as a critical determinant of value creation and
brand differentiation
- Reveal the demographics of a brand' s most bonded customers
- Ascertain customer perceptions of inter-brand differentiation
- Identify a brand' s main competitors
- Analyze brand equity to determine a brand' s customer appeal
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