The top brands in the UK have been unveiled, with Marks and Spencer emerging as the leading brand. According to the YouGov BrandIndex tool, which evaluates various factors such as impression, quality, value, satisfaction, recommendation, and reputation over the past year, M&S secured the top position.
Despite facing a cyber attack in 2025 that disrupted online shopping for months, Marks and Spencer clinched the top spot, followed by IKEA, Samsung, John Lewis, and Netflix in the top five rankings.
In terms of brand improvement, Post Office was recognized as the most improved brand due to enhanced satisfaction levels and improved public perception following the Horizon IT scandal. Royal Mail and Fujitsu secured the second and third spots for the most improved brands.
On a global scale, WhatsApp topped the best brand rankings, driven by exceptional performance in India and Indonesia. Samsung, YouTube, and Google followed closely behind.
YouGov’s CEO and Co-founder, Stephan Shakespeare, emphasized the significance of strong brands that establish connections with consumers. The rankings are based on extensive research encompassing six million interviews across 28 markets, reflecting overall brand health as measured by YouGov BrandIndex’s daily tracking.
Expressing gratitude for the recognition, M&S CEO Stuart Machin highlighted the importance of customer feedback in shaping the brand’s success. Machin acknowledged the collective effort of the team in achieving this milestone and expressed determination to continue striving for improvement moving forward.
The YouGov rankings for 2026 highlight Marks and Spencer as the UK’s strongest brand, while also recognizing the top ten most improved brands in the country. Additionally, the global top 10 brands for 2026, according to YouGov, showcase the continued impact and influence of brands worldwide.
