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The supermarket was named the strongest brand in the UK in the YouGov BrandIndex tool, which takes into account impression, quality, value, satisfaction, recommendation and reputation
The best brands in the UK have been revealed with supermarket Marks and Spencer taking the top spot.
M&S was named the strongest brand in the UK in the YouGov BrandIndex tool, which takes into account impression, quality, value, satisfaction, recommendation and reputation over the last 12 months.
The win for M&S comes despite the supermarket suffering a cyber attack in 2025 which left shoppers unable to buy online from the company for months. IKEA, Samsung, John Lewis and Netflix follow in the top five.
Post Office was named the most improved brand, driven by rising satisfaction and improved public perception following the Horizon IT scandal scandal. Royal Mail and Fujitsu take the second and third most improved spots.
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WhatsApp topped the global best brand rankings, driven by particularly strong performance in India and Indonesia. The messaging app was followed by Samsung, YouTube and Google.
Stephan Shakespeare, CEO and Co-founder, 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.
“Based on over six million interviews conducted across 28 markets, this report looks at overall brand health as measured by YouGov BrandIndex’s daily tracking. Congratulations to all recognised brands.”
M&S CEO Stuart Machin said “We deeply appreciate being named the UK’s Best Brand by YouGov for the fourth year in a row. This one means a lot, because it’s based on what our customers say about us. Your trust is at the heart of everything we do.”
He added: “Thank you to our colleagues also for their hard work to make the magic happen. It’s a real team effort. This motivates us to be even better.
“We’re staying positively dissatisfied as we look forward, because we know there is still so much to do, and so much opportunity ahead of us.”
UK’s strongest brand according to YouGov in 2026:
- Marks & Spencer
- IKEA
- Samsung
- John Lewis
- Netflix
- Sony
- Lindt
- Boots
- Cadbury
Top ten most improved brands according to YouGov in the UK:
- Post Office
- Royal Mail
- Fujitsu
- J D Wetherspoon
- Henry
- British Gas
- Nationwide
- Octopus Energy
- Tesco Clubcard
- Cruzcampo
Global top 10 brands 2026 according to YouGov:
- Samsung
- YouTube
- Adidas
- Nike
- Netflix
- Dettol
- Colgate
- Toyota
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