In a survey of nearly 2,000 companies by Landor Associates, these ten showed the most growth in "brand strength"-based on consumer perceptions of variables like awareness and esteem-over a three-year period. The "value gained" is a calculation of the financial contribution that brand strength makes to each firm’s bottom line, considering such factors as sales and profitability.
| Top ten three-year gainers | $ Value gained 2002-05 | How they broke out |
| 1. iPod | 4.5 Billion | Nurtured image with fan-friendly stores and ultrahip ads. |
| 2. Viking | 147 Million | Focused on lifestyle with cooking schools and travel. |
| 3. Converse | 298 Million | Let customers design their own shoes and commercials. |
| 4. Robitussin | 51 Million | New packaging helped customers heal themselves. |
| 5. Best Buy | 1.4 Billion | Created customer-friendly services like personal shoppers. |
| 6. Kohl’s | 1.2 Billion | Remodeled stores and developed exclusive partnerships. |
| 7. French’s | 21 Million | Redesigned its packaging and created new flavors. |
| 8. Geico | 4.2 Billion | Humorous commercials made customers feel like friends. |
| 9. Dove | 1.2 Billion | Positioned itself as an advocate for women and girls. |
| 10. eBay | 22.5 Billion | Expanded efforts to teach people to use the site safely. |
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