A new survey has found that Coca-Cola, Hershey's and the Campbell Soup Company are the leading corporate brands worldwide, based on recognition and favourability among US executives.

Conducted by brand valuation consultancy CoreBrand, the survey questioned executives from the top 20% of US companies, asking them to rate 800 operators in 49 industries. They each scored their ‘familiarity’ with the organisations concerned, and where this reached the required level, assessed the ‘favourability’ attached to the same firm. Among the factors considered on the second of these metrics were reputation, perceptions of management and investment potential.

Overall, 58% of the top 100 brands improved on their 2009 scores, and 58% improved from 2007.

The collective net worth of the corporate brand equity of the 500 best-performing firms also hit $1.1 trillion, of which the top 100 generated a 91% share.

Soft drinks giant Coca-Cola retained first place, trailed by confectionary group Hershey's and Campbell's Soup, which climbed one place each.

The average net worth of the top 100's corporate brand equity had risen from $9 billion to $10.1 billion year on year, measured against a low of $7.3 billion in 2008, and a high of $11.1 billion in 2006.

The impact of corporate brands on market capitalisation stood at 5.3% among the top 500, and 15.9% among the top 100.