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Brand Positioning: Gene Expression Analysis Products

Published by: BioInformatics, LLC

Published: Oct. 1, 2007 - 158 Pages


Table of Contents


Section 1: Analysis and Interpretation of Survey Results


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

• Bio-Rad Laboratories

• Eppendorf

• Invitrogen

• New England Biolabs

• Promega

• Qiagen

• Roche Applied Science


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


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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