There are only 10 companies that control the majority of the worldwide goods market: the Coca-Cola Company, Kraft Foods, P&G, Kellogg’s, Nestle, Johnson & Johnson, Mars, Inc., PepsiCo, Unilever, General Mills, Inc. Are these companies familiar to you?

Most people live in the illusion that there is a diverse market where they can choose from a range of brands. The fact is that the majority of products in the world originate from the 10 companies listed above. These companies bet on the perfect branding and strategy that gives us the illusion of choice. The brilliantly thought-out branding strategy can not only persuade, but also discourage. Most of us are aware of these brands from the media, which are also owned or primarily controlled by these companies. Oxfam has created an infographic that demonstrates how are individual brands linked together.

Source:, OXFAM,