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Brand Positioning: Instrumentation for Protein Analysis

Published by: BioInformatics, LLC

Published: Oct. 1, 2007 - 149 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

• Agilent Technologies

• Applied Biosystems

• Bio-Rad Laboratories

• GE Healthcare

• PerkinElmer Life and Analytical Sciences

• Thermo Electron (Thermo Scientific)

• Varian

• Waters

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 instrumentation for protein analysis.

We have defined this market as being primarily composed of the capital equipment (i.e., costing greater than $25,000 and with a shelf-life of at least 2 years) used for detecting and/or quantifying proteins. Mass spectrometers, high performance liquid chromatography (HPLC), and other chromatographic equipment are examples of instruments in this category.

From the perspective of North American life scientists who use instrumentation for protein analysis, 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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