NEW YORK: Facebook, Skype and YouTube are among the leading "breakaway brands" that have grown dramatically in strength over the last three years, according to a new report.

Landor, the consultancy, studied 2,500 brands in Young & Rubicam's BrandAsset Valuator, which combines data drawn from 15,000 consumers each year and 48 separate metrics to assess brand differentiation, relevance, esteem and knowledge.

It revealed that Facebook, the social network, demonstrated the greatest increase in "brand strength" between 2007 and 2010, as its scores leaped by 195% during this period.

As well as effectively "destroying" MySpace, Facebook usage levels have jumped from two hours a month three years ago to seven hours a month last year, and the site is now evolving into an "all-purpose media portal".

Skype, which allows web users to make calls for free, finished second after generating a 79% improvement, a rise seemingly confirmed by Microsoft's $8.5bn takeover of the company in May 2011.

YouTube, Google's video-sharing platform, posted a 78% lift, ahead of Netflix, the online streaming service, on 72%. "Netflix has redefined the entertainment category, and like YouTube, it has set new standards for the way we view media," Landor's study said.

Totals for Samsung, the electronics manufacturer, rose by 66%, outpacing Apple, in the same sector, which enjoyed a 51% gain, just one percentage point stronger than its iTunes music service.

Amazon, the ecommerce pioneer, saw a 44% increase, and was credited for a vast assortment, simple payment options, recommendation software and use of consumer reviews, thus "socialising online shopping".

Reese's, the confectionery brand, logged a 42% uptick between 2007 and 2010, having cut back several extensions that were diluting its equity and launched simplified, but highly successful, advertising campaigns.

Landor split its list into "millennial" players, like Facebook, iTunes and YouTube, and "boomer" operators like Reese's and the National Guard, the protection firm, which registered a 35% increase in its brand strength.

"Whether they're brand-building in cyberspace or on Main Street, all have succeeded in one way or another by being really good at using basic branding principles to stay relevant and differentiated," it said.

Among Landor's "brands to watch" going forward were Firefox, the web browser, which was up 126%, Wolfgang Puck, the restaurant chain, up 113%, Michelin, the tyre maker, up 58%, and PayPal, the online payment tool, up 34%.

Data sourced from Landor; additional content by Warc staff