Gap Closing Between Top Three Most Recognizable Third-Party Logistics Brands

DHL Supply Chain & Global Forwarding, C.H. Robinson, and XPO Logistics Top Armstrong & Associates’ 3PL Brand Recognition Survey

Brand recognition is particularly important to the third-party logistics (3PL) industry. It’s a business that relies on reputation, quality, solutions, and scalability. Growing the top line means being top-of-mind to potential customers.

Since 2002, Armstrong & Associates has surveyed 3PL managers and customers to identify the most recognizable brands in third-party logistics. Armstrong & Associates Chairman Richard Armstrong announced the release of the 2018 Top 20 3PL brand recognition report last week at the company’s 3PL Value Creation North America Summit.

Once again, DHL Supply Chain & Global Forwarding topped the list. But when it comes to brand strength, the gap between the top three is closing. XPO Logistics and C.H. Robinson are quickly catching up. XPO’s 2015 merger with Menlo has helped boost its brand strength. In 2013, Menlo placed seventh on the list, while XPO didn’t break the top 20. Meanwhile, C.H. Robinson’s brand strength has climbed steadily over the last decade.

The 3PL market has seen excellent growth in the last two years. Macroeconomic trends, combined with intensifying supply chain complexity, means demand for 3PLs is increasing. The market grew 10.5% in 2017 to $184.3 billion, and it’s on track to exceed $200 billion in revenue in 2019. Conditions are ideal for winning new business, even as 3PL competition increases. The report includes data on the most common sales processes and contract lengths.

The report can be downloaded at In addition to the Top 20 3PL Brand Recognition list, the report includes rankings segmented by operational strengths, and sales process, contract, and procurement survey results.