The latest rankings for the best brands in the UK have been released, with Marks and Spencer emerging as the top brand.
Marks and Spencer secured the leading position as the strongest brand in the UK according to the YouGov BrandIndex analysis, which evaluates various factors such as impression, quality, value, satisfaction, recommendation, and reputation over the past year.
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 positions.
Post Office was recognized as the most improved brand, driven by increased satisfaction and enhanced public perception in the aftermath of the Horizon IT scandal. Royal Mail and Fujitsu also showed significant improvement, securing the second and third spots for most improved brands.
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WhatsApp emerged as the top global brand, with strong performance particularly in India and Indonesia. It was followed by Samsung, YouTube, and Google in the global brand rankings.
Stephan Shakespeare, the CEO and Co-founder of YouGov, emphasized the importance of brands that not only perform well but also establish strong connections with consumers. The Best Brand Rankings by YouGov reflect the enduring consumer appeal of companies over the past year, based on extensive data from 28 markets and over six million interviews conducted.
Stuart Machin, the CEO of Marks and Spencer, expressed gratitude for being named the UK’s Best Brand for the fourth consecutive year by YouGov. He attributed the achievement to customer feedback and emphasized the team’s collective effort in delivering exceptional service. Machin also highlighted the company’s commitment to continual improvement and seizing future opportunities.
Key Rankings:
Top ten most improved brands in the UK:
Global top 10 brands in 2026 according to YouGov:
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