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 report will examine brand positioning
in the gene expression analysis product category.
We have defined this market as being primarily composed of consumable products
used for measuring mRNA levels to determine the expression level of genes and
for characterizing or detecting nucleic acids. Examples of such products
include DNA microarrays, target labeling reagents, standard or real-time PCR
kits and reagents, cloning and expression reagents.
From the perspective of North American life scientists who use gene expression
analysis products, this report will:
- 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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