Brand Equity & Market Positioning Assessment

Evaluation of Customer Perceptions, Brand Positioning, and Naming Strategies in the US Life Sciences Market

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Situation

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Our client sought to better understande volving customer needs, purchasing behaviors, and market perceptions in the life sciences space related to its brand positioning and portfolio structure.

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Objective

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The objective was to assess how branding and identity strategies could impact customer clarity, trust, and overall market navigation. The study also explored customer reactions to potential branding & naming approaches and gathered insights to help inform future go-to-market and brand identity decisions.

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Our Work

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10EQS designed and executed a double-blind research program combining qualitative interviews and a quantitative survey with various stakeholder audiences in the life sciences sector. 10EQS assessed brand awareness, reputation, purchasing influence, and competitive positioning relative to major industry peers, and evaluated perceptions of multiple naming approaches.

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Project team:

• Ex-EY Consultant with strong industry experience in healthcare and branding
• Senior Consultant with deep experience in branding, market perception, and qualitative research
• 10EQS Delivery Operations (=PMO) providing quality assurance, process management and expert recruitment.
• 25 industry experts (qualitative interviews)
• 150 survey respondents (quantitative survey)

Industry experts (excerpt):

• Principal Scientist – PharmaceuticalCompany (US)
• Director – College of Medicine (US)
• Venture Partner – VC Firm (US)
• Post Doctoral Fellow – Research Laboratory (US)
• Head of Custom Research – Data Enterprise (US)
• Scientific Lab Manager – College of Medicine (US)
• Senior Writer and Pharmaceutical Columnist – News Broadcast (US)

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Results

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10EQS delivered strategic recommendations to support the client’s branding and go-to-market direction. The study clarified how different naming approaches would be perceived across stakeholder groups, identifying the specific strengths, risks, and communication requirements associated with each option and providing leadership with a cleardecision framework for evaluating future brand evolution.

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