Brand Positioning in the North American Life Science Market

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

Report #07-069

Publication Date: October 2007

Page Count: 930

Format: PDF

Price