The top brands in the UK have been announced, with Marks and Spencer leading the pack.
Marks and Spencer clinched the title of the strongest brand in the UK according to the YouGov BrandIndex tool, which evaluates factors like impression, quality, value, satisfaction, recommendation, and reputation over the past year.
Despite facing a cyber attack in 2025 that disrupted its online services for several months, M&S emerged victorious. Following closely in the top five are IKEA, Samsung, John Lewis, and Netflix.
The Post Office was recognized as the most improved brand, attributed to increased satisfaction and a better public image after the Horizon IT scandal. Royal Mail and Fujitsu secured the second and third spots for most improved brands.
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WhatsApp secured the top position in the global best brand rankings, driven by its strong performance in India and Indonesia. Following WhatsApp are Samsung, YouTube, and Google.
Stephan Shakespeare, CEO and Co-founder of YouGov, stated, “Strong brands not only perform well but also create connections. YouGov’s Best Brand Rankings recognize companies that have maintained enduring consumer appeal over the past year.
“Based on more than six million interviews across 28 markets, this report evaluates overall brand health using YouGov BrandIndex’s daily tracking. Congratulations to all the brands recognized.”
Stuart Machin, CEO of Marks and Spencer, expressed gratitude for being named the UK’s Best Brand by YouGov for the fourth consecutive year. He emphasized that customer feedback is crucial and motivates the team to strive for continuous improvement.
Machin added, “We appreciate the hard work of our colleagues in achieving this recognition, and it encourages us to set higher benchmarks for ourselves as we move forward.”
According to YouGov, the UK’s strongest brand in 2026 is Marks and Spencer. The top ten most improved brands in the UK, as per YouGov, include the Post Office, Royal Mail, and Fujitsu. The global top 10 brands in 2026, according to YouGov, feature WhatsApp, Samsung, YouTube, and Google.
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