Brand Positioning: Nucleic Acid Purification Products

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 nucleic acid purification products.

We have defined this market as being primarily composed of products used to isolate and analyze of DNA or RNA. Examples of such products include kits and reagents for isolation/purification of DNA/RNA, nucleic acid markers, and DNA gels.

From the perspective of North American life scientists who use nucleic acid purification 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

Report #07-569

Publication Date: October 2007

Page Count: 152

Format: PDF
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