Brand Positioning: Protein Separation 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 protein separation products.

We have defined this market as being primarily composed of products used for the purification and/or analysis of peptides or proteins. Examples of such products include kits, reagents, pre-cast gels, protein and/or antibody arrays, and apparatus for protein electrophoresis.

From the perspective of North American life scientists who use protein separation 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 #07-669

Publication Date: October 2007

Page Count: 153
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