Affymetrix, New England Biolabs and Invitrogen have scored strongly in a new study of brand differences
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 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 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."
