There are the usual suspects--GE, Microsoft and 3M. However I was surprised to see ExxonMobil on the list along with Chevron-Texaco and Royal Dutch Petroleum. They all beat the big 3 automakers who firmly anchor the tail end of the top 50 ranking.
The research is important as it measures brand equity as a percentage of market cap. Bottom line metrics are rarely at the forefront of marketing communications. However if you cannot provide data points to prove marketing communications' effectiveness in today's economy--make room for someone that can. The only way marketing communications can defend and grow its budget is to show how its budget impacts the bottom line.
Public relations professionals seemingly spend more time debating over effectiveness metrics than they spend time actually doing the work. Personally I think our lack of leadership in this area contributes to our difficulty in getting a seat at management's table. Fine, we're word people and not number people. But the sooner we show how public relations impacts the bottom line, the sooner we'll get the status and access needed for ongoing strategic success.
Have you hugged your calculator lately?