Brand Positioning: Instrumentation for Genomic Analysis

Report #07-369
Publication Date: October 2007
Page Count: 159

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Executive Summary

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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 instrumentation for genomic analysis category.

We have defined this market as primarily composed of the capital equipment (i.e., costing greater than $25,000 and with a shelf-life of at least 2 years) used to manipulate nucleic acids, determine genetic sequences, or monitor gene expression levels. Some examples of instruments used for genomic analysis include DNA sequencers, DNA microarray scanners, genotyping or fragment analysis systems, and real-time PCR equipment.

From the perspective of North American life scientists who use instrumentation for genomic 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