Samsung Tops List of Breakaway Brands

Everyday brands like Chex and Puffs dominate, study shows

Global brand strategy and design firm Landor Associates released its annual "Breakaway Brands" study measuring improvement in brand strength, with Samsung earning top honors as the only tech company on the list.

Landor arrived at its "Breakaway Brands" decisions through analysis of three years of data from the BrandAsset Valuator (BAV) U.S. database, combined with secondary research conducted in partnership with Wake Forest University's School of Business.

Samsung's 146 percent increase in brand strength from 2010 to 2013 was enough to earn top honors on the list, which was noteworthy for its lack of technology-focused brands. Instead, the list was populated by everyday brands like Chex and Puffs, which showed a 62 percent and 60 percent increase in brand strength, respectively, good for second and third on the list. Chex's No. 2 spot is much-needed good news for cereal makers.

"The brands on the top 10 list, they all represent tangible experiences from one end to another. They are all somehow helping their consumers and audiences enhance their lives in one way or another," said Mich Bergesen, global director of financial services at Landor. "Tech brands, the leaders are plateaued at the moment and people are saying, 'What’s new?' We’re at a bit of an inflection point right now where conventional, old-economy brands have captured the mainstream of brand audience."

Amazon.com, which made the top 10 list for the fourth consecutive year in 2013 (with a 35 percent growth in brand strength from 2009-2012), was relegated to Landor's "Watch List" after slowed growth of 18 percent in the years 2010 through 2013. Keurig, on the other hand, returned to the top 10 after appearing on last year's "Watch List" after its K-Cup patent expired. The coffee maker showed a 46 percent increase in brand strength for the years 2010 through 2013, up from 42 percent in the years 2009 through 2012.

2014 Breakaway Brands

  1. Samsung
  2. Chex
  3. Puffs
  4. Oakley
  5. MAC
  6. Keurig
  7. Kirkland Signature
  8. Lea & Perrins
  9. Bounty
  10. Under Armour