The results for the UK showed Ikea ranked second, followed by Samsung, John Lewis and Netflix. The top 10 was rounded out by WhatsApp, Sony, Lindt, Boots and Cadbury.

The most improved brand in the UK was the Post Office, which had an 8.9-point increase on last year, with 2025’s results capturing the aftermath of the postmaster scandal.

Other brands in the top 10 most improved brands in the UK were Royal Mail, Fujitsu, JD Wetherspoon, Henry, British Gas, Nationwide, Octopus Energy, Tesco Clubcard and Cruzcampo.

In the US, Band-Aid, Dawn, Dove and Samsung were placed second to fourth, while St Jude Children’s Research Hospital, M&Ms, Amazon Prime, YouTube and Tylenol were also in the top 10.

The most improved brand was Cheerios in the US, with Reese’s, Skechers, General Mills and Lindt also showing significant improvement.

Globally, Samsung, YouTube, Google and Adidas made up the rest of the top five after WhatsApp. The other brands in the top 10 were Nike, Netflix, Dettol, Colgate and Toyota.

The results are based on more than six million interviews held across 28 markets worldwide, with brand index scores measured between 1^st January 2025 and 31^st December 2025. Brands were rated on impression, quality, value, satisfaction, reputation and whether people would recommend them.

Stephan Shakespeare, chief executive and co-founder at YouGov, said: “Strong brands don’t just perform, they connect. YouGov’s Best Brand Rankings highlight the companies that have enjoyed lasting consumer appeal over the past 12 months.”