The latest rankings for the top brands in the UK have been unveiled, with Marks and Spencer securing the leading position. According to the YouGov BrandIndex tool, M&S has been recognized as the strongest brand in the UK, considering factors such as impression, quality, value, satisfaction, recommendation, and reputation over the past 12 months.
Despite facing a cyber attack in 2025 that impacted online shopping capabilities for several months, Marks and Spencer clinched the top spot. Following closely in the top five are IKEA, Samsung, John Lewis, and Netflix.
In terms of most improved brands, the Post Office claimed the top spot, driven by increased satisfaction and improved public perception following the Horizon IT scandal. Royal Mail and Fujitsu secured the second and third positions for most improved brands.
On a global scale, WhatsApp emerged as the top brand, with significant success in markets like India and Indonesia. Samsung, YouTube, and Google followed closely in the global rankings.
Stephan Shakespeare, CEO and Co-founder of YouGov, emphasized the importance of strong brands that establish lasting connections with consumers. He congratulated all recognized brands based on over six million interviews conducted across 28 markets.
Expressing gratitude for being named the UK’s Best Brand for the fourth consecutive year, M&S CEO Stuart Machin highlighted the significance of customer feedback in shaping their brand reputation. He acknowledged the hard work of colleagues and emphasized the collective effort in driving continuous improvement and seizing future opportunities.
Machin reaffirmed the company’s commitment to progress, stating that they remain “positively dissatisfied” as they strive for excellence and growth in the market.
The rankings for the UK’s strongest brand and the top ten most improved brands, as well as the global top 10 brands according to YouGov in 2026, underscore the significance of consumer perception and brand performance in the competitive landscape.