The top brands in the UK have been unveiled, with Marks and Spencer leading the pack. According to the YouGov BrandIndex tool, which evaluates various factors like impression, quality, value, satisfaction, recommendation, and reputation over the past year, M&S was recognized as the strongest brand in the UK.
Despite facing a cyber attack in 2025 that disrupted online shopping for months, M&S secured the top position. Following closely behind in the top five are IKEA, Samsung, John Lewis, and Netflix.
Post Office emerged as the most improved brand, driven by enhanced satisfaction and a positive shift in public perception following the Horizon IT scandal. Royal Mail and Fujitsu secured the second and third spots for most improved brands.
WhatsApp topped the global best brand rankings, showcasing exceptional performance, especially in markets like India and Indonesia. This was followed by Samsung, YouTube, and Google in the rankings.
Stephan Shakespeare, the CEO and Co-founder of YouGov, emphasized the importance of strong brands that establish lasting connections with consumers. The rankings, based on extensive interviews across 28 markets, reflect overall brand health measured by the daily tracking of YouGov BrandIndex.
Expressing gratitude for the recognition, M&S CEO Stuart Machin attributed the success to customer feedback and trust. He acknowledged the collective effort of the company’s employees in delivering exceptional service and products.
Machin expressed a commitment to continuous improvement, highlighting the team’s motivation to seize upcoming opportunities and enhance their brand further.
The accolades for the UK’s strongest brand and the top ten most improved brands were awarded based on YouGov’s assessments. Similarly, the global top 10 brands in 2026 were ranked according to YouGov’s findings.