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:1/18/2017)... India , January 18, 2017 According to a ... (Cancer Diagnosis, Neuroscience, Cytology, Infectious Disease), & End User (Molecular Diagnostic Laboratories, Academic ... is expected to reach USD 739.9 Million by 2021 from USD 557.1 Million ... Continue Reading ... MarketsandMarkets Logo ...
(Date:1/18/2017)... ... January 18, 2017 , ... Executive search firm Slone Partners ... commitment to the advancement of the clinical trials segment. Hosted in Miami, this ... trial planning and management. , As executive talent specialists in the industries ...
(Date:1/18/2017)... , ... January 18, 2017 , ... ... paralysis, today announced that it has submitted a 510(k) to the FDA, requesting ... utilize MYOLYN’s patent-pending functional electrical stimulation (FES) technology. , The submission marks ...
(Date:1/18/2017)... San Francisco, CA (PRWEB) , ... January 18, ... ... delighted to report the publishing of the latest paper by its Science Editor, ... Medical Microbiology (Nederlands Tijdschrift voor Medische Microbiologie). Dr. Bik joined uBiome in October ...
Breaking Biology Technology:
(Date:1/11/2017)... 2017 Intoxalock, a leading ignition interlock provider, ... its patent-pending calibration device. With this new technology, Intoxalock ... upload data logs and process repairs at service center ... "Fighting drunk driving through the application of cutting-edge technologies ... but also for the customer who can get back ...
(Date:1/6/2017)... 5, 2017  Delta ID Inc., a leader in ... for automotive at CES® 2017. Delta ID has collaborated ... demonstrate the use of iris scanning as a secure, ... driver in a car, and as a way to ... Delta ID and Gentex will demonstrate (booth ...
(Date:12/22/2016)... , Dec. 20, 2016  As part of its ... the leading personal genetics company, recently released its latest children,s ... . The book focuses on the topics of inheritance and ... Science Standards (NGSS) taught in elementary school classrooms in the ... a series by illustrator Ariana Killoran , whose previous ...
Breaking Biology News(10 mins):