Google Tops Landor Associates Top Brands of 2006

Landor Associates, the world’s leading branding and design consultancy conducted a survey of the most popular brands among consumers, which rates the best and worst brands.

The rankings were compiled from more than 2,000 interviews carried out by a New York design agency, Landor Associates. Its managing director, Allen Adamson, said inclusivity was a critical factor for the year’s successes.

“One thing they’ve all got in common is that they appeal to multiple segments,” he said. “Google’s become the starting point for the internet experience of almost everyone – be it the chief executive or the head [lavatory] man. At Vegas, you’ve got families with kids sitting next to people who are there to escape from their families.”
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2005 Breakaway Brands

Landor Associates, the world’s leading branding and design consultancy, in partnership with BrandEconomics, a division of global consulting firm Stern Stewart & Co., today announced the results of its 2005 Breakaway Brands Study. The study’s findings appear exclusively in FORTUNE magazine’s October 31st issue, available now at and on newsstands October 21st.

The study identifies the ten brands in the United States that have made the greatest percentage gains in business value as a result of superb brand strategy and execution over the three-year period, from 2001-2004.

The list includes a wide range of consumer and business-to-business brands, as well as mono- and sub-brands.

Landor’s Breakaway Brands Study represents a significantly different approach from the more traditional published brand rankings which tend to categorize brands by size or popularity. Instead, our study quantitatively values measurable improvement in brand strength over three years,

said Hayes Roth, Vice President, Worldwide Marketing and Business Development for Landor.

While the study includes popular brands, like Google and iPod, it also recognizes newer brands that are still carving a niche for themselves, like LeapFrog and Sierra Mist, as well as old favorites, such as Eggo and Gerber, that have successfully revitalized their franchises through well conceived and executed strategies. The study demonstrates that building strong brands is vital to virtually any organization, regardless of its size or industry.

The study identifies the following ten Breakaway Brands:

  • Google — Internet
  • LeapFrog — Educational Toys
  • Sony Cyber-shot — Digital Cameras
  • Sierra Mist — Soft Drinks
  • Subway — Quick Serve Restaurants
  • BP — Oil & Petroleum
  • DeWalt — Power Tools
  • iPod — Consumer Electronics
  • Eggo — Packaged Foods
  • Gerber — Baby Foods