Brand Positioning in the North American Life Science Market

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