Brand Positioning: Gene Expression Analysis Products

Report #07-269
Publication Date: October 2007
Page Count: 158

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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 the gene expression analysis product category.

We have defined this market as being primarily composed of consumable products used for measuring mRNA levels to determine the expression level of genes and for characterizing or detecting nucleic acids. Examples of such products include DNA microarrays, target labeling reagents, standard or real-time PCR kits and reagents, cloning and expression reagents.

From the perspective of North American life scientists who use gene expression analysis 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