Trader Joe's Deemed Breakaway Brand

NEW YORK — Trader Joe’s is the lone food retailer to appear on brand consulting firm Landor Associates’ 2009 list of Breakaway Brands.

It ranks brands that have displayed sustained quantifiable growth between 2005 and 2008.

Occupying the top spot is Apple, followed Google and Häagen-Dazs. Special K is the only other food brand on the list. It came in two spots ahead of Trader Joe’s, which took the No. 10 spot.

“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, chief marketing officer of Landor Associates, in a statement. “This year’s Top 10 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.”

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