Navigation Links
Life Science Brand Performance Infographic
Date:9/2/2013

Arlington, VA (PRWEB) September 02, 2013

In this analysis, brand strength is primarily driven by unaided awareness, usage and willingness to recommend. What are the implications of this model for life science instrumentation suppliers?

Step one is that the supplier’s brand needs to be in a customer's consideration set. High levels of awareness are likely due to a combination of advertising and other sales/marketing channels, physical presence in the lab, imprinting through training/experience, etc. The wide range of laboratory equipment and instrumentation offered by the four megabrands—Bio-Rad Laboratories, Thermo Scientific, Eppendorf and Life Technologies—provides these suppliers with a distinct advantage in this analysis.

“That said, suppliers with a more narrowly focused product offering have the opportunity to be ‘deep’ in that area, providing their customers not only with state-of-the-art instrumentation, but also customer experiences that enhance their ‘likeability’ and ‘sense of connectedness.’” says Robin Rothrock, Ph.D., Director of Publications at BioInformatics LLC. Dr. Rothrock adds: “The emotional attachment to a brand may be more difficult to sustain as the product offering becomes larger and broader, unless a supplier actively takes steps to build and maintain relationships across multiple (and sometimes disparate) customer niches.”

But what tips the balance is a customer's experience of the brand, which comes from usage coupled with a willingness to recommend. How customers experience a brand, in this case, their use of equipment and instrumentation, inherently reflects how the brand performs on those attributes that are important to customers. Satisfaction with brand performance appears to have a direct correlation with the willingness to recommend. Given that some attributes are more important than others, if a brand delivers well on the attributes that are most important, their scores are likely to be higher all around.

The following companies were individually profiled in this report:
AB Sciex
Affymetrix
Agilent Technologies    
BD Biosciences
Beckman Coulter
Bio-Rad Laboratories
Bruker Daltonics
EMD/Merck Millipore
Eppendorf
GE Healthcare
Illumina
Leica
Life Technologies
Molecular Devices
PerkinElmer
Qiagen
Roche Applied Science
Thermo Scientific
Zeiss

To learn more about Life Science Instruments: Brand Performance (13-005), a complimentary Report Brochure is available at:

Free Report Brochure

View the Key Findings Infographic here.

ABOUT BIOINFORMATICS, LLC
BioInformatics, LLC is the premier research and advisory firm serving the life science industry. By leveraging our professional social network of more than 73,000 life scientists, we have supported more than 500 companies and provided insights that lead to better business decisions. Our assignments include assessing the size and attractiveness of markets, optimizing product configurations and pricing, validating corporate acquisitions, measuring customer loyalty, and evaluating brand strength and positioning.

For more information contact:

Mary Follin
Manager, Marketing/Sales
BioInformatics, LLC
2111 Wilson Blvd., Suite 250
Arlington, VA 22201
703.778.3080 x13 (phone)
m(dot)follin(at)gene2drug(dot)com
http://www.gene2drug.com

Read the full story at http://www.prweb.com/releases/2013/9/prweb11050647.htm.


'/>"/>
Source: PRWeb
Copyright©2012 Vocus, Inc.
All rights reserved

Related biology technology :

1. Garage Start-ups Now Possible in Life Sciences Industry
2. Fitzsimons Redevelopment Authority Rolls Out First Phase of Strategic Refocus With Appointment of Four Key Leaders in The Bioscience Industry to Its Board of Directors
3. Ambit Biosciences Names Michael A. Martino President and Chief Executive Officer
4. Kansas Bioscience Authority Announces FY11 Outcomes of $207 Million
5. A New Mechanism for Tau Protein Pathology in Alzheimers Disease was Presented by Oligomerix, Inc. at the Society for Neuroscience Annual Meeting
6. BioSpace Spotlights Northwests Life Science Community
7. CNR Rao wins 2011 Ernesto Illy Trieste Science Prize
8. DiaTech Life Sciences Announces Medical Advisory Board
9. Health Diagnostic Laboratory, Inc. Provides Largest Corporate Gift in Science Museum of Virginias History
10. The Law Firm of Levi & Korsinsky, LLP Launches an Investigation Into Possible Securities Laws Violations by Pacific Biosciences of California, Inc.
11. Leaders in Science Join Upcoming Celebration of the 100th Anniversary of the Oldest Science Foundation in America
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:12/8/2016)... PITTSBURGH , Dec. 8, 2016  The Board ... (PLSG), Western Pennsylvania,s only ... in leadership. In accordance with the succession plan developed ... several years, effective today, James (Jim) F. Jordan ... Executive Officer, succeeding John W. Manzetti , who ...
(Date:12/8/2016)... ... December 08, 2016 , ... ... business of innovation is taking over sports. On Thursday, December 15th a panel ... technology is disrupting the playing field at a Smart Talk session. Smart Talk ...
(Date:12/8/2016)... 8, 2016 Eurofins announces the appointment of Sean ... Eurofins Scientific Inc. (ESI). Mr. Murray will bring ... and entrepreneurial experience in leading international business teams. As the National ... market to uphold Eurofins, status as the global leader in bio-analytical ... , , ...
(Date:12/8/2016)... OXFORD, England , December 8, 2016 ... Company, has expanded its customisable SureSeq™ NGS panel range with ... - allowing fast and cost-effective study of variants in familial ... copy number variation (CNV) detection on a single small panel ... and hotspot content. This includes all exons for LDLR ...
Breaking Biology Technology:
(Date:11/29/2016)... 29, 2016 BioDirection, a privately held medical ... the objective detection of concussion and other traumatic brain ... completed a meeting with the U.S. Food and Drug ... Pre-Submission Package. During the meeting company representatives reviewed plans ... precursor to commencement of a planned pilot trial. ...
(Date:11/29/2016)... 29, 2016 Nearly one billion matches per second ... ... DERMALOG is Germany's ... efficient Identity Management. (PRNewsFoto/DERMALOG Identification Systems) ... DERMALOG is Germany's largest Multi-Biometric supplier: The company's Fingerprint Identification ...
(Date:11/24/2016)... , Nov. 23, 2016 Cercacor today ... athletes and their trainers non-invasively measure hemoglobin, ... Pulse Rate, and Respiration Rate in approximately 30 seconds. ... users easy and immediate access to key data about ... of a training regimen. Hemoglobin carries ...
Breaking Biology News(10 mins):