Breaking Away.(Apple Inc., Kellogg Co. and PayPal Inc.'s rankings)(Company rankings)

Byline: Suzanne Blecher

Breaking Away

Top 10 domestic brands ranked on rising strength, 2005 to 2008.

Landor Associates studied 2,500 brands to determine which showed the greatest increase in brand strength from 2005 to 2008. All were selected from Young & Rubicam Brands' BrandAsset Valuator database. Top scorers, called Breakaway Brands, were evaluated on the basis of relevance, how necessary the brand has been in a consumer's life, and what made it special or unique. "While Rolex may be high in differentiation, it may not be relevant to me," said Susan Nelson, executive director of consumer insights for the strategic brand consultancy, explaining the assessment process. Neither Wal-Mart nor Starbucks made the list. "They are a little stagnant right now," Nelson said, adding the focus is sustained growth. For example, the Super Bowl evolved from an event to a brand.

SOURCE: LANDOR ASSOCIATES BREAKAWAY BRANDS STUDY

1**********PAYLESS SHOESOURCE

Growth in brand strength based on a scale of 100 percent: 58 percent

"Payless was thought of as a not nice, but cheap place to get shoes," said Landor's …