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Most Powerful Logos

Designing visually compelling logos is an art form that here at GraphicSprings we've refined to a delicate science. We're fascinated by the impact well designed logos have on a brand's success. To find out, how effectively logos represent companies, we undertook this study addressing the question: Which are the most powerful logos of the world?

For the analysis, we did a worldwide visually aided poll regarding the recognition of logos. We showed the brand logo of the 200 most successful companies on earth (in terms of sales) to participants and let them choose between five possible answers. Afterwards, we requested them to describe, what these companies do. The main goal was to see, whether the participants were able to recognize the logo and could, at the same time, associate it correctly with the products or the services the company is offering.

For the study, we asked 24,000 people from all around world, among the participants were 8,000 from the US, 8,000 from European Union and 8,000 from Asia (equally from China, South Korea and Japan). In order to detect possible differences between the generations the participants of each continent were split equally into Baby Boomers, Generation X, Xennials and Millennials.

Simplicity, elegance and strength - these are the defining factors of the highest scoring logos in this ranking." Said Evan Fraser, Marketing at GraphicSprings. “Logos with these attributes are effective not only in being memorable, but they also tell us a story about what the company does, who they do it for and how well they do it."

Note: To see the full table make sure you are viewing 1280 pixels or higher.

Legend
Icon Meaning
Y Millenials
X/Y Xennials
X Generation X
B Baby Boomers
Sales
Profit
Market Value
Total (average)
  US EU Asia All
Company Y X/Y X B Y X/Y X B Y X/Y X B
#1 Coca-Cola United States 41.5 6.5 182.9 100 100 100 100 100.0 100 100 100 100 100.0 100 100 100 100 100.0 100.0
#2 Ford Motor United States 151.8 4.6 44.7 100 100 100 100 100.0 100 100 100 100 100.0 100 100 90 100 97.5 99.2
#3 Sony Japan 69.2 -0.393 40.4 100 100 100 100 100.0 100 100 100 100 100.0 95 100 100 95 97.5 99.2
#4 Apple United States 217.5 45.2 752 100 100 100 100 100.0 100 100 100 100 100.0 100 100 95 90 96.3 98.8
#5 Walt Disney United States 54.9 9 178 100 100 100 100 100.0 100 100 100 100 100.0 100 100 90 95 96.3 98.8
#6 Toyota Motor Japan 249.9 17.1 171.9 95 100 100 100 98.8 100 100 95 100 98.8 100 95 95 100 97.5 98.3
#7 BMW Group Germany 104.2 7.6 57.7 100 100 100 100 100.0 100 100 100 100 100.0 95 100 90 95 95.0 98.3
#8 PepsiCo United States 62.8 6.3 159.4 100 100 100 100 100.0 100 100 95 100 98.8 100 100 95 90 96.3 98.3
#9 Volkswagen Group Germany 240.3 5.7 72.9 95 95 100 100 97.5 100 100 100 100 100.0 95 90 95 90 92.5 96.7
#10 Honda Motor Japan 127.9 3.9 51.4 90 100 100 100 97.5 95 100 90 100 96.3 100 95 95 90 95.0 96.3
#11 Royal Dutch Shell Netherlands 234.8 4.7 228.8 80 100 100 90 92.5 85 100 95 100 95.0 90 90 95 95 92.5 93.3
#12 Samsung Electronics South Korea 174 19.3 254.3 90 100 85 80 88.8 90 95 90 90 91.3 100 100 100 95 98.8 92.9
#13 Amazon.com United States 136 2.4 427 100 100 100 100 100.0 100 100 100 95 98.8 75 70 70 75 72.5 90.4
#14 Nissan Motor Japan 105.9 4.5 38.4 85 100 90 95 92.5 80 90 95 80 86.3 85 95 100 90 92.5 90.4
#15 Bayer Germany 51.8 5 94.4 70 85 95 90 85.0 100 100 100 100 100.0 80 75 85 100 85.0 90.0
#16 ExxonMobil United States 197.5 7.8 343.2 100 100 100 100 100.0 90 100 95 90 93.8 70 75 85 70 75.0 89.6
#17 Microsoft United States 85.3 16.8 507.5 75 90 95 95 88.8 85 100 90 95 92.5 90 90 80 90 87.5 89.6
#18 Hyundai Motor South Korea 80.7 4.7 34.2 95 90 90 90 91.3 85 90 90 85 87.5 90 90 85 90 88.8 89.2
#19 Nestle Switzerland 90.8 8.7 229.5 70 85 85 90 82.5 85 100 95 100 95.0 80 75 85 90 82.5 86.7
#20 General Motors United States 166.4 9.4 50.8 85 90 100 100 93.8 70 65 60 80 68.8 70 65 60 60 63.8 75.4
#21 Roche Holding Switzerland 51.3 9.7 219.3 65 45 75 60 61.3 60 95 80 95 82.5 75 60 60 75 67.5 70.4
#22 Panasonic Japan 66.6 1.9 26.2 35 55 50 55 48.8 50 50 80 70 62.5 95 80 90 90 88.8 66.7
#23 Christian Dior France 43.7 2 42.7 55 65 80 75 68.8 75 80 80 90 81.3 45 50 40 40 43.8 64.6
#24 Deutsche Telekom Germany 80.9 3 80 90 100 95 90 93.8 90 95 100 90 93.8 5 5 5 5 5.0 64.2
#25 HP United States 48.7 2.5 29.4 75 90 100 90 88.8 70 56 60 65 62.8 45 40 35 35 38.8 63.4
#26 HSBC Holdings United Kingdom 62.1 2.5 162.6 50 45 55 45 48.8 60 50 75 55 60.0 90 75 75 80 80.0 62.9
#27 Intel United States 59.4 10.3 170.4 70 85 80 70 76.3 60 60 65 50 58.8 45 50 50 55 50.0 61.7
#28 FedEx United States 57.6 1.9 52.3 90 95 100 90 93.8 60 45 65 55 56.3 40 30 35 30 33.8 61.3
#29 IBM United States 79.9 11.9 162.4 60 80 100 100 85.0 25 40 90 70 56.3 30 40 40 45 38.8 60.0
#30 Lenovo Group Hong Kong SAR China 42.6 0.608 7.7 55 60 20 15 37.5 60 65 50 30 51.3 95 90 90 85 90.0 59.6
#31 Hitachi Japan 85.8 1.8 25.6 35 70 80 45 57.5 30 35 75 45 46.3 80 80 65 70 73.8 59.2
#32 Daimler Germany 169.5 9.4 76.1 60 70 75 70 68.8 80 75 70 85 77.5 15 20 20 25 20.0 55.4
#33 KIA Motors South Korea 45.4 2.4 12.6 75 60 60 75 67.5 30 45 25 15 28.8 70 75 70 65 70.0 55.4
#34 BP United Kingdom 183.8 0.115 114.7 30 90 95 90 76.3 70 65 90 65 72.5 15 15 10 25 16.3 55.0
#35 Citigroup United States 84 14.7 164.3 85 100 90 100 93.8 50 45 65 35 48.8 25 30 20 15 22.5 55.0
#36 Boeing United States 94.6 4.9 108.8 75 95 90 90 87.5 35 30 30 30 31.3 45 30 30 25 32.5 50.4
#37 BASF Germany 63.7 4.5 91 20 40 40 50 37.5 70 80 85 80 78.8 45 30 30 35 35.0 50.4
#38 Wal-Mart Stores United States 485.3 13.6 221.1 100 100 95 100 98.8 30 20 30 35 28.8 10 15 20 25 17.5 48.3
#39 Fujitsu Japan 41.7 1.2 12.5 40 25 25 60 37.5 5 20 50 45 30.0 65 80 80 85 77.5 48.3
#40 Pfizer United States 52.8 7.1 203.1 40 55 90 90 68.8 10 35 50 65 40.0 10 15 10 40 18.8 42.5
#41 Anheuser-Busch InBev Belgium 45.6 1.2 213.1 100 90 100 95 96.3 5 5 15 15 10.0 35 15 5 10 16.3 40.8
#42 JPMorgan Chase United States 102.5 24.2 306.6 85 100 90 100 93.8 10 5 10 15 10.0 20 5 15 20 15.0 39.6
#43 AIRBUS France 73.7 1.1 59.5 10 10 35 45 25.0 50 55 80 80 66.3 15 40 15 35 26.3 39.2
#44 Peugeot France 59.8 1.9 16.9 5 5 5 5 5.0 55 75 80 65 68.8 45 40 40 45 42.5 38.8
#45 Cisco Systems United States 48.6 9.8 165.1 35 55 55 50 48.8 10 55 45 10 30.0 25 55 40 30 37.5 38.8
#46 Johnson & Johnson United States 71.9 16.4 338.6 75 90 100 95 90.0 10 15 15 15 13.8 5 15 15 10 11.3 38.3
#47 Vodafone United Kingdom 60.8 -9.3 67 5 0 0 0 1.3 80 85 80 75 80.0 35 30 30 35 32.5 37.9
#48 Toshiba Japan 47.2 -3.8 8.3 15 3.8 10 45 50 55 40.0 60 70 70 75 68.8 37.5
#49 Carrefour France 87.1 0.825 16.6 5 0 0 0 1.3 50 90 75 80 73.8 35 40 30 30 33.8 36.3
#50 Comcast United States 80.4 8.7 193.5 95 100 100 100 98.8 5 5 5 5 5.0 5 0 0 5 2.5 35.4
#51 AT&T United States 163.8 13 249.3 90 100 100 100 97.5 5 0 0 5 2.5 5 5 5 5 5.0 35.0
#52 Renault France 56.7 3.8 24.6 5 0 5 10 5.0 50 65 80 60 63.8 30 30 40 45 36.3 35.0
#53 Home Depot United States 94.6 8 176.7 100 100 100 100 100.0 0 0 5 0 1.3 0 5 0 0 1.3 34.2
#54 Verizon Communications United States 126 13.1 198.4 95 90 100 100 96.3 5 0 5 5 3.8 5 0 0 0 1.3 33.8
#55 General Electric United States 119.7 10 261.2 65 70 90 85 77.5 5 10 15 15 11.3 5 5 25 15 12.5 33.8
#56 United Parcel Service United States 60.5 3.4 91.3 90 85 90 100 91.3 5 5 10 5 6.3 0 5 0 0 1.3 32.9
#57 Telefónica Spain 57.6 2.6 55.9 5 5 5 10 6.3 80 95 85 90 87.5 5 5 5 5 5.0 32.9
#58 Mitsubishi Japan 57 -0.164 34.7 5 15 10 10 10.0 10 10 15 15 12.5 60 90 90 65 76.3 32.9
#59 Bank of America United States 92.2 16.6 231.9 90 95 100 90 93.8 5 0 5 0 2.5 0 0 0 5 1.3 32.5
#60 Costco Wholesale United States 121.2 2.4 74.9 90 100 100 95 96.3 0 0 0 0 0.0 0 0 0 0 0.0 32.1
#61 Chevron United States 110.5 -0.497 206.1 80 80 85 100 86.3 0 0 5 5 2.5 0 5 15 5 6.3 31.7
#62 CVS Health United States 177.5 5.3 79.8 95 90 100 90 93.8 0 0 0 0 0.0 0 0 0 0 0.0 31.3
#63 Target United States 69.5 2.7 29.4 85 100 100 90 93.8 0 0 0 0 0.0 0 0 0 0 0.0 31.3
#64 Wells Fargo United States 97.6 21.9 274.4 90 85 90 75 85.0 0 5 0 0 1.3 0 0 0 0 0.0 28.8
#65 Deutsche Bank Germany 44.3 -1.9 34 25 25 15 25 22.5 65 60 45 75 61.3 5 0 5 0 2.5 28.8
#66 Lowe's United States 65 3.1 71.1 75 90 90 85 85.0 0 0 0 0 0.0 0 0 0 0 0.0 28.3
#67 Continental Germany 44.9 3.1 42.7 20 15 25 15 18.8 30 45 10 25 27.5 35 40 45 15 33.8 26.7
#68 Siemens Germany 88.4 6.4 109.8 5 15 30 45 23.8 20 20 45 80 41.3 15 15 15 10 13.8 26.3
#69 Lockheed Martin United States 49.9 3.8 78.3 20 80 80 90 67.5 0 5 5 25 8.8 0 5 0 5 2.5 26.3
#70 Banco Santander Spain 48.3 6.9 89.4 10 5 25 20 15.0 65 50 55 75 61.3 5 0 5 0 2.5 26.3
#71 Dow Chemical United States 48.1 4.3 77 35 60 75 90 65.0 5 10 10 5 7.5 5 5 10 5 6.3 26.3
#72 Gazprom Russia 91.4 12.1 51.8 0 5 5 0 2.5 35 45 80 65 56.3 15 15 20 15 16.3 25.0
#73 Dell Technologies United States 61.9 -3.7 13.5 45 60 75 80 65.0 5 10 5 0 5.0 5 5 5 5 5.0 25.0
#74 UnitedHealth Group United States 184.9 7.2 160.2 55 80 75 80 72.5 0 0 0 0 0.0 0 0 0 0 0.0 24.2
#75 Softbank Japan 82.1 8.3 78.6 10 5 5 25 11.3 15 25 15 25 20.0 45 40 45 35 41.3 24.2
#76 LG Electronics South Korea 47.7 0.066 10.2 10 5 20 15 12.5 35 35 20 15 26.3 35 35 55 10 33.8 24.2
#77 AXA Group France 132.2 6.2 60.8 10 40 20 30 25.0 30 30 45 50 38.8 5 5 5 15 7.5 23.8
#78 Procter & Gamble United States 65.2 9.5 228.1 30 25 15 20 22.5 25 20 25 20 22.5 20 25 35 15 23.8 22.9
#79 Total France 128.1 6.2 128.1 5 0 0 0 1.3 50 70 70 75 66.3 0 0 0 0 0.0 22.5
#80 Allianz Germany 115.7 7.6 83.7 5 5 5 10 6.3 45 50 60 55 52.5 5 10 10 5 7.5 22.1
#81 Berkshire Hathaway United States 222.9 24.1 409.9 15 30 70 85 50.0 5 5 15 5 7.5 5 0 0 5 2.5 20.0
#82 Unilever Netherlands 58.3 5.7 143.9 10 25 20 15 17.5 20 20 35 25 25.0 15 15 25 15 17.5 20.0
#83 Glencore International Switzerland 153.7 -0.453 57.3 5 5 25 24 14.8 5 30 45 45 31.3 5 25 10 10 12.5 19.5
#84 China Petroleum & Chemical China 255.7 7 105.1 4 2 2 3 2.8 5 4 8 5 5.5 45 40 55 60 50.0 19.4
#85 Novartis Switzerland 48.5 6.7 193.2 5 5 25 5 10.0 30 40 50 45 41.3 5 0 5 10 5.0 18.8
#86 Orange France 45.3 0.552 40.4 15 0 5 5 6.3 65 50 45 30 47.5 5 0 0 5 2.5 18.8
#87 Fannie Mae United States 108.3 12.3 2.8 15 45 70 90 55.0 0 0 0 0 0.0 0 0 0 0 0.0 18.3
#88 Freddie Mac United States 69.8 7.8 1.5 25 60 65 70 55.0 0 0 0 0 0.0 0 0 0 0 0.0 18.3
#89 Tokyo Electric Power Japan 50.2 1 6.1 5 5 5 5 5.0 25 10 5 10 12.5 15 30 35 65 36.3 17.9
#90 HCA Holdings United States 41.5 2.9 32.6 40 55 50 65 52.5 0.0 0.0 17.5
#91 MetLife United States 64.7 0.8 57.2 25 55 60 65 51.3 0 0 0 0 0.0 0 0 0 0 0.0 17.1
#92 Hon Hai Precision Taiwan 135.2 4.6 54.4 0 5 0 10 3.8 0 5 5 5 3.8 35 50 50 30 41.3 16.3
#93 ING Group Netherlands 53.6 5.1 57.9 10 5 5 5 6.3 35 40 35 50 40.0 5 0 0 5 2.5 16.3
#94 ThyssenKrupp Group Germany 44 1.9 13.5 25 10 0 5 10.0 15 20 50 45 32.5 10 0 5 5 5.0 15.8
#95 Walgreens Boots Alliance United States 116.1 4.2 89 40 55 40 45 45.0 0 0 0 0 0.0 0 0 0 0 0.0 15.0
#96 American International Group United States 52.4 -0.849 60.1 5 25 55 80 41.3 0 5 5 5 3.8 0 0 0 0 0.0 15.0
#97 Tata Motors India 41.2 1.7 24.9 0 5 10 5 5.0 15 5 35 20 18.8 30 15 20 20 21.3 15.0
#98 Cardinal Health United States 127.2 1.4 26 40 35 50 50 43.8 0 0 0 0 0.0 0 0 0 0 0.0 14.6
#99 Toyota Tsusho Japan 71 -0.14 10.6 0 0 0 0 0.0 0 0 0 0 0.0 35 45 45 50 43.8 14.6
#100 Aetna United States 63.2 2.3 45.1 15 45 55 55 42.5 0 0 0 0 0.0 0 0 0 0 0.0 14.2
#101 Prudential Financial United States 56.3 4.3 45.6 15 20 50 55 35.0 0 0 5 5 2.5 0 0 5 5 2.5 13.3
#102 Woolworths Australia 41.1 0.344 25.7 5 5 25 45 20.0 5 5 5 55 17.5 5 0 0 5 2.5 13.3
#103 Valero Energy United States 75.7 2.3 29.4 35 50 30 35 37.5 0 0 0 0 0.0 0 0 0 0 0.0 12.5
#104 Express Scripts United States 100.5 3.4 39.9 25 30 30 55 35.0 0 0 0 0 0.0 0 0 0 0 0.0 11.7
#105 Fiat Chrysler Automobiles United Kingdom 122.8 2 15.5 5 15 15 20 13.8 10 10 10 15 11.3 5 5 15 10 8.8 11.3
#106 Seven & I Holdings Japan 53.9 0.894 37 5 5 5 5 5.0 5 0 5 5 3.8 35 25 15 20 23.8 10.8
#107 Kroger United States 115.3 1.9 27.3 20 35 30 35 30.0 0 0 0 0 0.0 0 0 0 0 0.0 10.0
#108 Anthem United States 85.2 2.5 44 25 20 30 45 30.0 0 0 0 0 0.0 0 0 0 0 0.0 10.0
#109 Humana United States 54.4 0.594 30.4 15 30 30 45 30.0 0 0 0 0 0.0 0 0 0 0 0.0 10.0
#110 Hanwha South Korea 40.6 0.424 2.2 0 0 0 0 0.0 5 0 15 5 6.3 25 35 15 20 23.8 10.0
#111 McKesson United States 196.5 2 30.5 15 10 45 35 26.3 0 5 5 0 2.5 0 0 0 0 0.0 9.6
#112 ICBC China 151.4 42 229.8 0 0 0 0 0.0 0 0 5 0 5.0 25 20 15 25 21.3 8.8
#113 China Railway Construction China 93.2 2.1 26.5 0 0 0 0 0.0 0 0 0 0 0.0 15 25 15 45 25.0 8.3
#114 Alphabet United States 89.9 19.5 579.5 30 5 10 10 13.8 10 15 10 5 10.0 0 0 0 5 1.3 8.3
#115 Deutsche Post Germany 63.4 2.9 41 0 0 0 0 0.0 25 25 25 25 25.0 0 0 0 0 0.0 8.3
#116 RWE Group Germany 48.2 -6.3 10.3 5 0 0 5 2.5 5 10 30 35 20.0 0 5 5 0 2.5 8.3
#117 Wilmar International Singapore 41.4 0.984 16.1 0 10 0 0 2.5 0 0 0 5 1.3 35 20 10 15 20.0 7.9
#118 PetroChina China 214.8 1.2 204.5 0 0 0 0 0.0 0 0 5 0 1.3 25 15 20 20 20.0 7.1
#119 BNP Paribas France 74.7 8.4 80.5 5 5 0 5 3.8 15 15 35 16.3 5 0 0 0 1.3 7.1
#120 Legend Holding China 44.3 0.732 7 5 0 0 0 1.3 0 0 0 0 0.0 15 10 30 25 20.0 7.1
#121 Swiss Re Switzerland 43.6 3.6 32.1 0 5 0 15 5.0 5 5 15 30 13.8 0 0 5 5 2.5 7.1
#122 SAIC Motor China 112.7 4.8 43.5 0 0 0 0 0.0 0 0 0 0 0.0 20 25 25 10 20.0 6.7
#123 Tesco United Kingdom 78.4 0.232 19.2 0 0 0 0 0.0 15 15 25 15 17.5 5 5 0 0 2.5 6.7
#124 China Unicom Hong Kong SAR China 41.3 0.102 33.8 0 0 0 5 1.3 0 0 0 5 1.3 15 10 25 20 17.5 6.7
#125 Denso Japan 41.1 2.2 33.6 0 0 0 15 3.8 5 0 10 10 6.3 15 10 5 10 10.0 6.7
#126 AmerisourceBergen United States 148.3 1.3 19 0 15 25 15 13.8 0 5 10 5 5.0 0 0 0 0 0.0 6.3
#127 Generali Group Italy 90.5 2.3 23.7 5 0 0 5 2.5 5 5 15 35 15.0 0 0 5 0 1.3 6.3
#128 Marathon Petroleum United States 56 1.2 26.4 15 15 25 20 18.8 0 0 0 0 0.0 0 0 0 0 0.0 6.3
#129 VINCI France 42.6 2.8 43.6 0 0 5 5 2.5 10 15 10 25 15.0 0 5 0 0 1.3 6.3
#130 Bunge United States 42.7 0.743 10.6 5 5 5 10 6.3 5 10 10 10 8.8 0 5 5 0 2.5 5.8
#131 Nippon Steel & Sumitomo Metal Japan 41.6 0.477 20.2 0 0 10 0 2.5 0 0 5 0 1.3 5 15 10 25 13.8 5.8
#132 China Mobile Hong Kong SAR China 106.8 16.4 225.3 0 0 0 0 0.0 0 0 0 0 0.0 15 15 20 15 16.3 5.4
#133 Hewlett Packard Enterprise United States 48.8 3.2 30.4 10 10 10 5 8.8 5 0 5 5 3.8 5 5 0 5 3.8 5.4
#134 KDDI Japan 43.2 5.1 68.3 0 0 5 0 1.3 0 0 0 0 0.0 20 15 10 15 15.0 5.4
#135 E.ON Germany 59.8 -9.3 16.9 5 5 5 5 5.0 0 5 5 5 3.8 5 5 5 5 5.0 4.6
#136 ArcelorMittal Luxembourg 56.8 1.8 25.1 0 5 5 0 2.5 0 0 5 5 2.5 5 10 10 5 7.5 4.2
#137 Reliance Industries India 41.8 4.3 71.2 0 0 0 0 0.0 0 5 0 0 1.3 10 10 15 10 11.3 4.2
#138 Ping An Insurance Group China 106.6 9.5 100.8 0 0 0 0 0.0 0 0 0 0 0.0 5 20 10 10 11.3 3.8
#139 Zurich Insurance Group Switzerland 67.3 3.2 40 5 5 0 5 3.8 5 5 5 10 6.3 0 0 0 5 1.3 3.8
#140 China Telecom China 53 2.7 40.4 0 0 5 0 1.3 0 0 0 0 0.0 10 15 5 10 10.0 3.8
#141 Noble Group Hong Kong SAR China 46.5 -0.012 1.8 5 5 10 5 6.3 0 5 10 0 3.8 0 0 5 1.3 3.8
#142 China Merchants Bank China 44.5 9.4 66.4 0 0 0 0 0.0 0 0 5 0 1.3 15 5 10 10 10.0 3.8
#143 Nippon Telegraph & Tel Japan 105 7.4 92.2 0 0 0 0 0.0 0 0 0 0 0.0 5 10 10 15 10.0 3.3
#144 Prudential United Kingdom 96.9 2.6 53.7 0 0 0 0 0.0 15 10 5 10 10.0 0 0 0 0 0.0 3.3
#145 China Railway Group China 95.4 1.9 29.6 0 0 0 0 0.0 0 0 0 0.0 10 10 10 10 10.0 3.3
#146 ENGIE France 73.7 -0.459 34.8 0 5 0 0 1.3 5 5 10 10 7.5 0 5 0 0 1.3 3.3
#147 Marubeni Japan 63.5 0.429 10.7 0 0 0 0 0.0 0 0 0 0 0.0 10 10 10 10 10.0 3.3
#148 Archer Daniels Midland United States 62.4 1.3 25.6 5 5 10 5 6.3 0 0 5 5 2.5 0 0 5 0 1.3 3.3
#149 United Technologies United States 57.4 5 90.6 5 5 5 10 6.3 0 5 5 0 2.5 0 0 5 0 1.3 3.3
#150 Sysco United States 53.1 1 28 5 5 5 5 5.0 0 0 5 5 2.5 0 0 5 5 2.5 3.3
#151 Centene United States 40.6 0.558 12.2 0 5 10 15 7.5 0 0 0 10 2.5 0 0 0 0 0.0 3.3
#152 Posco South Korea 45.8 1.1 19.2 5 0 0 0 1.3 0 0 0 0 0.0 5 5 10 10 7.5 2.9
#153 Industrial Bank China 44.3 8.1 45.1 0 0 0 5 1.3 0 0 0 0 0.0 5 10 5 10 7.5 2.9
#154 Saint-Gobain France 43.2 1.5 28 0 0 0 0 0.0 5 5 10 5 6.3 0 5 0 5 2.5 2.9
#155 Finatis France 40.7 -2.5 0.292 0 0 0 10 2.5 5 5 0 10 5.0 0 0 0 5 1.3 2.9
#156 Bank of China China 113.1 24.9 141.3 0 0 0 0 0.0 0 0 0 0 0.0 5 5 10 10 7.5 2.5
#157 Rosneft Russia 74.9 2.7 62.4 0 5 0 5 2.5 0 10 5 5 5.0 0 0 0 0 0.0 2.5
#158 JXTG Holdings Japan 72 -0.65 16.6 0 0 0 0 0.0 0 0 0 0 0.0 5 10 10 5 7.5 2.5
#159 Phillips 66 United States 71.2 1.5 39.9 5 5 10 10 7.5 0 0 0 0 0.0 0 0 0 0 0.0 2.5
#160 Royal Ahold Delhaize N.V. Netherlands 55 0.918 26 5 0 0 0 1.3 5 5 5 10 6.3 0 0 0 0 0.0 2.5
#161 Postal Savings Bank Of China China 48 6 55.2 5 0 0 0 1.3 0 0 0 0 0.0 5 5 5 10 6.3 2.5
#162 Statoil Norway 45.7 -2.9 56.2 5 0 0 0 1.3 0 0 10 10 5.0 0 0 5 0 1.3 2.5
#163 China Construction Bank China 134.2 35 200.5 0 0 0 0 0.0 0 0 0 0 0.0 5 5 10 5 6.3 2.1
#164 Japan Post Holdings Japan 123.7 3.1 55.1 0 0 0 0 0.0 0 0 0 0 0.0 5 5 10 5 6.3 2.1
#165 Agricultural Bank of China China 115.7 27.8 149.2 0 0 0 0 0.0 0 0 0 0 0.0 5 5 10 5 6.3 2.1
#166 Legal & General Group United Kingdom 105.5 1.7 18.2 0 0 0 0 0.0 5 5 5 10 6.3 0 0 0 0 0.0 2.1
#167 China Life Insurance China 82.8 2.9 98.1 0 0 0 0 0.0 0 0 0 0 0.0 5 10 5 5 6.3 2.1
#168 SK Holdings South Korea 72.1 0.66 14.7 0 0 0 0 0.0 0 0 0 0 0.0 5 5 10 5 6.3 2.1
#169 Tokio Marine Holdings Japan 44.6 2.8 30.6 0 0 0 0 0.0 0 0 0 0 0.0 5 10 5 5 6.3 2.1
#170 Itochu Japan 44 2.4 22.4 0 0 0 0 0.0 0 0 0 0 0.0 5 10 5 5 6.3 2.1
#171 China State Construction Engineering China 140.8 4.9 43.2 0 0 0 0 0.0 0 0 0 0 0.0 5 0 10 5 5.0 1.7
#172 EDF France 78.8 2.5 23.3 0 0 0 0 0.0 5 5 10 5.0 0 0 0 0 0.0 1.7
#173 Aviva United Kingdom 74.3 0.949 25.9 0 0 0 0 0.0 0 5 10 5 5.0 0 0 0 0 0.0 1.7
#174 China Communications Construction China 64.1 2.5 38.8 0 0 0 0 0.0 0 0 0 0 0.0 5 5 5 5 5.0 1.7
#175 Eni Italy 61.6 -1.6 58.2 0 0 0 0 0.0 5 5 5 5 5.0 0 0 0 0 0.0 1.7
#176 Dai-ichi Life Insurance Japan 55.7 1.7 19.9 0 0 0 0 0.0 0 0 0 0 0.0 5 5 5 5 5.0 1.7
#177 Bank of Communications China 53 10.1 62.2 0 0 0 0 0.0 0 0 0 0 0.0 5 5 5 5 5.0 1.7
#178 Korea Electric Power South Korea 51.9 6.1 25.5 0 0 0 0 0.0 0 0 0 0 0.0 5 5 5 5 5.0 1.7
#179 Wesfarmers Australia 50 0.439 37.8 0 0 5 0 1.3 0 0 0 5 1.3 0 0 5 5 2.5 1.7
#180 Mitsubishi UFJ Financial Japan 49.2 8.2 83.9 0 0 0 0 0.0 0 0 0 0 0.0 5 5 5 5 5.0 1.7
#181 EXOR Italy 152.6 0.483 11.9 0 0 0 5 1.3 0 0 5 5 2.5 0 0 0 0 0.0 1.3
#182 Petrobras Brazil 81.1 -4.3 61.3 0 0 5 5 2.5 0 0 5 0 1.3 0 0 0 0 0.0 1.3
#183 Enel Italy 75.9 2.8 47.5 0 0 0 0 0.0 0 5 5 5 3.8 0 0 0 0 0.0 1.3
#184 Metro Group Germany 64.5 0.222 10.1 0 0 0 0 0.0 0 5 5 5 3.8 0 0 0 0 0.0 1.3
#185 América Móvil Mexico 52.2 0.463 47.3 0 5 5 5 3.8 0 0 0 0 0.0 0 0 0 0 0.0 1.3
#186 Citic Pacific Hong Kong SAR China 49.1 5.6 41.4 0 0 0 0 0.0 0 0 0 0 0.0 5 5 5 0 3.8 1.3
#187 PTT PCL Thailand 48.7 2.6 32.4 0 0 0 0 0.0 0 0 0 0 0.0 5 0 5 5 3.8 1.3
#188 State Bank of India India 43.7 0.667 36.5 0 0 0 0 0.0 0 0 0 0 0.0 5 0 5 5 3.8 1.3
#189 Aeon Japan 75.5 0.057 12.4 0 0 0 0 0.0 0 0 0 0 0.0 5 5 0 0 2.5 0.8
#190 Uniper Germany 74.4 -3.6 6.1 0 0 0 0 0.0 0 5 0 5 2.5 0 0 0 0 0.0 0.8
#191 Munich Re Germany 68.8 2.9 30.5 0 0 0 0 0.0 0 0 5 5 2.5 0 0 0 0 0.0 0.8
#192 Indian Oil India 54.1 1.7 30 0 0 0 0 0.0 0 0 0 0 0.0 0 5 0 5 2.5 0.8
#193 MS&AD Insurance Japan 47.8 2 19.2 0 0 0 0 0.0 0 0 5 0 1.3 0 0 5 0 1.3 0.8
#194 LukOil Russia 74.6 3.1 44.6 0 0 0 0 0.0 0 0 0 5 1.3 0 0 0 0 0.0 0.4
#195 Itaú Unibanco Holding Brazil 61.3 6.7 79.2 0 5 0 0 1.3 0 0 0 0 0.0 0 0 0 0 0.0 0.4
#196 Banco do Brasil Brazil 57.3 2.3 29 0 0 0 0 0.0 0 0 5 0 1.3 0 0 0 0 0.0 0.4
#197 JBS Brazil 48.9 0.108 8.2 0 0 0 5 1.3 0 0 0 0 0.0 0 0 0 0 0.0 0.4
#198 Sberbank Russia 43 8.1 63.9 0 0 0 0 0.0 0 5 0 0 1.3 0 0 0 0 0.0 0.4
#199 Banco Bradesco Brazil 70.2 4.3 53.5 0 0 0 0 0.0 0 0 0 0 0.0 0 0 0 0 0.0 0.0
#200 People's Insurance Company China 64.6 2.1 17.5 0 0 0 0 0.0 0 0 0 0 0.0 0 0 0 0 0.0 0.0

Methodology

In order to conduct the study, we first identified the 200 most important companies of the world in terms of sales. For that matter, we based our analysis on the Forbes Global 2000 list. In a second step, we ran an image-based aided online poll. It consisted of two parts: First of all, we showed the logos of the 200 companies to the participants. Each time, they were given five possible answers for the name of the company to see if they recognized it correctly. Secondly, the participants were asked in another multiple choice question to specify what each company was doing. Only, if the participant recognized the logo and were, at the same time, able to correctly identify the company's line of business, the answer was counted as positive. The results (with a margin of error of +-4%) were then rounded to multiples of 5, numbered and ranked.

The aided online poll was conducted among 24,000 participants across three continents, more precisely 8,000 from the US, 8,000 equally from China, South Korea and Japan as well as 8,000 from EU countries. Additionally, we split up the participants equally into generation groups, Baby Boomers (1946-1964), Generation X (1965-1979), Xennials (1975-1985) and Millennials (1980-1994), in order to find possible differences.

The Forbes Global 2000 list

Since 2003, Forbes magazine publishes a ranking of the biggest 2,000 global companies in terms of sales, profit, assets and market value. Our study is based on the Forbes Global 2000 list from 2017. The timeline for the data was early April 2017. The methodology is described here: https://www.forbes.com/sites/andreamurphy/2017/05/...

  • Country: The Headquarter of the company. Based on Forbes Global 2000. Source: https://www.forbes.com/global2000/list/
  • Sales (in billion US-$): The company's annual revenue. Based on Forbes Global 2000. Source: https://www.forbes.com/global2000/list/
  • Profits (in billion US-$): The company's annual profit. Based on Forbes Global 2000. Source: https://www.forbes.com/global2000/list/
  • Assets (in billion US-$): The company's economic resources. Based on Forbes Global 2000. Source: https://www.forbes.com/global2000/list/
  • Market Value (in billion US-$): The company's current stock market value. Based on Forbes Global 2000. Source: https://www.forbes.com/global2000/list/
  • Participants: 24,000 participants from three continents and different generations.
    • Continents
      • US: 8,000 participants from the United States of America.
      • EU: 8,000 participants from EU countries.
      • Asia: 8,000 participants from China, South Korea and Japan.
    • Generations
      • Millenials: 2,000 participants who were born between 1980 and 1994.
      • Xennials: 2,000 participants who were born between 1975 and 1985.
      • Generation X: 2,000 participants who were born between 1965 and 1979.
      • Baby Boomers: 2,000 participants who were born between 1946 and 1964.
  • Total Average: Average of all responds.

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