Strong Influence of Brand Differentiation on Life Science Market Competition

ARLINGTON, Va., May 4  /PRNewswire/ -- A newly released study evaluates brand differences among 17 leading brands in the life science supply market and customer perceptions about competitors.  According to consumers, Affymetrix (NASDAQ:AFFX) was considered the most differentiated brand.  Life scientists cited its performance in innovation as an important strategic advantage. New England Biolabs was perceived to have the best products according to respondents, who also considered the company to have a very sincere "brand personality."  Nonetheless, Invitrogen (NASDAQ:IVGN) maintained the strongest bond with its customers and garnered the highest marks in customer service and technical support.

For each company, the report reveals blocks of consumers that are vulnerable to acquisition by competitors emphasizing the most sought after brand attributes.  Brands that appeal to these needs can maximize market share by earning the allegiances of customer segments from close competitors through brand differentiation.

"Scientists are more likely to recommend highly differentiated brands to colleagues than undifferentiated brands," stated Dr. Tamara Zemlo, Director of Syndicated Research and Analysis at BioInformatics.  "Of all the different measures of loyalty, a product recommendation is the most indicative of the intense emotional attachment a customer may have with a brand.  It means that he or she has tremendous confidence in the value created and delivered by that particular brand."

A complimentary Executive Summary and a 5-minute Tutorial for this report are available for download at http://www.gene2drug.com/report/132/

BioInformatics, LLC -- a market research and consulting firm supporting the life science industry since 1994 -- presented the results of this survey of over 1000 life scientists worldwide.  The new report "Maximizing Market Share Through Brand Differentiation" includes essential information that empowers life science suppliers to compete adeptly against competitors' brands, to emulate successful characteristics of the strongest brands, and to approach bolstering corporate brand in a structured way.  Companies will not only know what their customers think, they will also discover what their competitors' customers think.  Study insights enable companies to strengthen both their offensive strategy and defensive strategy with advantages critical to growing and maintaining market share in 2006 and beyond.

ABOUT THE REPORT

Brands analyzed and compared include the following companies: Affymetrix (NASDAQ:AFFX), Applied Biosystems (NYSE:ABI), BD Biosciences (NYSE:BDX), Bio-Rad (AMEX:BIO), Eppendorf, Fermentas, Fisher Scientific (NYSE:FSH), GE Healthcare (NYSE:GE), Invitrogen (NASDAQ:IVGN), New England Biolabs, Promega, Qiagen (NASDAQ:QGEN), Roche Applied Science, Sigma-Aldrich (NASDAQ:SIAL), Stratagene (NASDAQ:STGN), Takara, and Thermo Electron (NYSE:TMO).

Results feature six sets of analyses that provide unique insights about brand differentiation and influences on customers that can maximize market share.  Brand Differentiation Analysis positions each supplier in head-to-head competition with the field.  Brand Personality Scorecard reveals what perceived benefits customers attribute to certain life science suppliers. Brand Share Index dissects the customer base of each leading brand to identify factors that strengthen and weaken bonds with specific customer segments. Customer Value Score evaluates the profitability and value of customer purchases.  Brand Equity Pyramid derives brand equity through an analysis of five critical brand elements.  Satisfaction Quadrant Analysis identifies the role of nine key factors in driving overall brand satisfaction.

ABOUT BIOINFORMATICS, LLC

BioInformatics, LLC is a market research firm located in Arlington, Virginia.  BioInformatics supports marketing, sales and R&D executives in the life science, medical device and pharmaceutical industries through published research reports, custom research and consulting.  BioInformatics sponsors the world's largest market research panel of scientific customers -- The Science Advisory Board (http://www.scienceboard.net/) -- which consists of more than 29,000 scientists, physicians and other life science and medical professionals from 62 countries who participate in surveys that address emerging technologies, test customer reactions to new product concepts, measure brand awareness and assess advertising effectiveness.

  For more information, please contact:

      Jonathan Olsen
      BioInformatics, LLC
      2111 Wilson Blvd., Suite 250
      Arlington, VA  22201
      703.778.3080 x12 (phone)
      703.778.3081 (fax)
      
      http://www.gene2drug.com/

DATASOURCE: BioInformatics, LLC



CONTACT:  Jonathan Olsen of BioInformatics, LLC, [phone] x12,

fax: [phone], 



Web site:  http://www.gene2drug.com/

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