Dixie and Dawn Outrank Apple in Brand Strength
Let’s face it — there isn’t a lack of consumer studies out there that prove this brand is better than that one for reasons A, B and C. But this new study from Landor Associates peaked our interest because, interestingly, it found that longstanding household brand names, like Quilted Northern, Jockey and Dawn, beat out trendsetting technology brands. In fact, the only brand born in the digital era to make the Top 10 in Landor’s 2013 Breakaway Brands Study is Amazon, along with its Kindle subbrand, and Apple fell off the list entirely.
Landor Associates, the global strategic brand consulting and design firm, released the results of its annual study on September 16, 2013, which ranks U.S. brands based on successfully sustaining growth in brand strength over a three-year period (2009-2012). The study uses consumer survey data from Young & Rubicam Group’s proprietary BrandAsset
Valuator (BAV) U.S. database. Landor analyzed data for approximately 2,500 brands across industries, based on interviews with more than 15,000 consumers annually, evaluating against 48 different measures of brand health.
“Venerable household brands topped this year’s list through excellence in classic marketing strategies that have powered winning brands for decades,” said Mich Bergesen, global director of financial services at Landor, who led the research study. “They certainly included 21st century tactics, like digital and social in the execution, but it was smart, fundamental market strategy built on these brands’ core strengths that made the difference.”
Key elements that were responsible for helping brands sustain long-term growth include:
In addition to the 10 breakaway brands, Landor chose five brands for its 2013 “Watch List.” Included are last year’s ranked Breakaway Brands Apple and Keurig, in addition to Reynolds Wrap, Microsoft Windows, and Ford Sync. The “Watch List” brands have shown exceptional brand strength in the past years, but now face uncertainty in the long-term.
For example, the Apple iPhone remains the most desired smartphone in the market. However, as new Android handsets continue to hit the market, it is unclear whether or not Apple’s consumers will remain loyal. With the announcement of iOS 7 and the new iPhones, there is a chance Apple can correct its slowing iPhone ownership and global market share slide.
And with the expiration of K-Cup patents, Keurig’s leadership in the market is uncertain despite its strong partnerships with Green Mountain, Starbucks and Dunkin’ Donuts. Its ability to survive amid a sea of me-too competitors will dictate the brand’s long-term potential.
Want to see the full list? Click here to view Landor’s 2013 Breakaway Brands Study.
Related Articles:
Top 10 Most Chosen Consumer Goods Brands
The Top 50 U.S. Retail Brands
U.S. Consumers Love Brands that Love Them
Landor Associates, the global strategic brand consulting and design firm, released the results of its annual study on September 16, 2013, which ranks U.S. brands based on successfully sustaining growth in brand strength over a three-year period (2009-2012). The study uses consumer survey data from Young & Rubicam Group’s proprietary BrandAsset
Valuator (BAV) U.S. database. Landor analyzed data for approximately 2,500 brands across industries, based on interviews with more than 15,000 consumers annually, evaluating against 48 different measures of brand health.“Venerable household brands topped this year’s list through excellence in classic marketing strategies that have powered winning brands for decades,” said Mich Bergesen, global director of financial services at Landor, who led the research study. “They certainly included 21st century tactics, like digital and social in the execution, but it was smart, fundamental market strategy built on these brands’ core strengths that made the difference.”
Key elements that were responsible for helping brands sustain long-term growth include:
- Insightful market research: At the top of Landor’s Breakaway Brands list, Quilted Northern began its road to success in 2008 when the brand launched its 3-ply Ultra Plush toilet paper in response to market research that showed that affluent women over 45 years of age were willing to pay more for cleanliness. Its scores jumped more than 1,000 percent between 2009 and 2012.
- Smart innovation and product extensions. No. 2 ranked Jockey introduced its Staycool technology and the antimicrobial Jockey Sport line. Dixie (#7) expanded beyond paper cups to a super strong line of disposable products called Dixie Ultra. Febreze (#6) launched Febreze Sport and Febreze Sleep Serenity. While it was once just a burritos and taquitos line, Jose Ole (#8) now offers almost everything you’d find in a Mexican restaurant. The oldest brand on the list, Thomas’ (#9), known for its English muffin, now makes bagel thins and pitas. Lego (#10) targeted girls with its Lego Friends line.
- Demonstrating social responsibility. In the aftermath of the 2010 Gulf of Mexico oil spill, Dawn (#3) used its soap to clean affected animals. This year, it used TV advertising and launched a series of YouTube videos about how Dawn is used in oil cleanup efforts that featured Rob Lowe’s narration and compelling footage of animals—winning over the hearts of more consumers.
- Targeted engagement. Amazon’s (#4) Amazon Prime program delivers highly relevant and valuable perks to repeat customers. Jockey’s Twitter campaign encourages users to hashtag their workout updates with #everydayathlete.
In addition to the 10 breakaway brands, Landor chose five brands for its 2013 “Watch List.” Included are last year’s ranked Breakaway Brands Apple and Keurig, in addition to Reynolds Wrap, Microsoft Windows, and Ford Sync. The “Watch List” brands have shown exceptional brand strength in the past years, but now face uncertainty in the long-term.
For example, the Apple iPhone remains the most desired smartphone in the market. However, as new Android handsets continue to hit the market, it is unclear whether or not Apple’s consumers will remain loyal. With the announcement of iOS 7 and the new iPhones, there is a chance Apple can correct its slowing iPhone ownership and global market share slide.
And with the expiration of K-Cup patents, Keurig’s leadership in the market is uncertain despite its strong partnerships with Green Mountain, Starbucks and Dunkin’ Donuts. Its ability to survive amid a sea of me-too competitors will dictate the brand’s long-term potential.
Want to see the full list? Click here to view Landor’s 2013 Breakaway Brands Study.
Related Articles:
Top 10 Most Chosen Consumer Goods Brands
The Top 50 U.S. Retail Brands
U.S. Consumers Love Brands that Love Them