Brand Positioning: Instrumentation for Protein Analysis

Report #07-469
Publication Date: October 2007
Page Count: 149

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Brief Description

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 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