Landor Associates, a strategic brand consulting and design firm, has named Haagen-Dazs and Trader Joe’s to its Breakway Brands list.

Haagen-Dazs, coming in at number three, made the list after going back to basics and rediscovering its own brand strengths then applying them successfully to new product development, Susan Nelson, Landor’s executive director, told RFFR. Trader Joe’s was cited – coming in at number 10 – for creating and maintaining a brand experience through store look and private label offerings that established value with customers but still encouraged them to have fun shopping.

Landor based its results on an analysis of brands gaining in Young & Rubicam BrandAsset Valuator, an ongoing consumer-based study, over three years from 2005 to 2008.