Despite the fact that the market capitalization of the global Top 100 Companies has risen by 8% from 2014 (to $16,245 trn as PwC calculated), their perception by the main stakeholders has not been significantly more positive.
$900.8 billion worth, showing +24% growth in brand value, the technology category is headed by Apple ($246.9 billion, + 67%), Google ($173.6 billion, +9%) and Microsoft ($115.5 billion, + 28%).
Warc has published a report that analyzes creative approaches, budget and duration, media channels and measurement strategies of the best marketing campaigns featured in the Warc 100 rankings over the two past years.
The list is dominated by the technology companies (15), while FMCG and automotive combined have just 13 positions.
The top three brands in the global ranking are Coca-Cola, Colgate and Maggi. The UK's favourites are: Warburtons, Heinz and McVitie's.
Consumers in Denmark have the lowest level of optimism towards brands' sustainability performance (21% of 200%) compared to respondents from Sweden (32%), Norway (33%) or Finland (47%).
The survey by Aesop asked the participants to rate 40 brands of over-the-counter remedies against ten criteria, such as: memorability, level of engagement, authenticity, ability of a brand "to create their own world," etc.
The report includes analysis of 800 brands mentioned in either positive or negative online conversations.