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If you look at ranking that is not even most surprising thing on the list.
- Marlboro > Samsung
- Uber > Mercedes, BMW
- Pampers > ExxonMobil
- Colgate > KFC
- Zara > Shell
- Xbox > Siemens

Source : https://www.ft.com/content/3a3419f4-78b1-11e9-be7d-6d846537acab