T.J. Maxx - Breakaway Brand of 2007 ~ Brand Mix

Friday, November 2, 2007

T.J. Maxx - Breakaway Brand of 2007

Landor's own 2007 Breakaway Brands Study is out and T.J. Maxx is the surprise leader of the pack this year. The study measures brand momentum (rather than absolute brand strength) over a three-year period with an estimate of the resulting growth in financial value. This year's top 10:

1. T.J Maxx
2. iPod
3. Blackberry
4. Stonyfield Farm
5. Samsung
6. Costco
7. Propel
8. Barnes & Noble
9. General Electric
10. Microsoft

T.J. Maxx topped the list by turning its brand ship around, one of the toughest brand challenges. It's reinvested in marketing and advertising and successfully taking advantage of consumer's desire to find bargains in stores that are engaging rather than depressing.

Other notables on the list:

GE: benefiting from its "ecomagination" campaign
Microsoft: Xbox buzz plus goodwill engendered by the Bill & melinda Gates Foundation
Stonyfield Farm: maintained its organic credentials despite sale to Danone (whihc gave it a much stronger retail presence)

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