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Trader Joe’s made the list as one of the 2009 Breakaway Brands for consistently increasing its brand growth and value, according to a study compiled by Landor Associates, a strategic branding and design firm that worked with Daily Finance -- an AOL money and finance site -- on the project.
The Breakaway Brands Study examines brands that have displayed sustained, quantifiable growth between 2005 and 2008. The only grocer to make the list, Monrovia, Calif.-based Trader Joe’s has seen an increase in brand value over a three-year period due to strategy-driven initiatives and by remaining true to its essence during times of change.
Companies were selected based upon visible advancements in brand strength and tangible growth in revenue. The brands that rose to the top were ranked and then individually analyzed for brand strategy and marketing execution. As in previous years, the study used data from Young & Rubicam Brands’ BrandAsset Valuator (BAV), a consumer-based study of brands, to identify those with the most sustained growth in U.S. brand strength over the past three years.
“The Landor Breakaway Brands Study is, for us, a true test of brand-led business success: each has taken the initiative to stretch into new messaging, markets and/or audiences by building on their core brand strengths and committing to a sustained, business-building idea,” said Hayes Roth, CMO of New York-based Landor Associates. This year’s Top Ten also begin to reflect a growing consumer shift from the halcyon days of conspicuous consumption to a more value-driven dynamic in brand purchase decisions. Smart marketers have clearly course-corrected to adapt to new consumer realities, leveraging those aspects of their brands that appeal more to substantive value than glitzy bells and whistles.”
To see the full study, visit www.landor.com.