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 emerged as the strongest brand in the UK.
Despite experiencing a cyber attack in 2025 that disrupted online shopping for months, M&S secured the top position. Following M&S 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 post the Horizon IT scandal. Royal Mail and Fujitsu claimed the second and third spots for most improved brands.
WhatsApp claimed the top spot in the global best brand rankings, driven by its exceptional performance in markets like India and Indonesia. Samsung, YouTube, and Google followed closely behind.
YouGov’s CEO and Co-founder, Stephan Shakespeare, emphasized the importance of strong brands that establish a connection with consumers. He commended the recognized brands for their lasting consumer appeal based on over six million interviews across 28 markets.
Stuart Machin, the CEO of M&S, expressed gratitude for being named the UK’s Best Brand for the fourth consecutive year, emphasizing the significance of customer feedback in shaping their brand. He credited the hard work of the M&S team and highlighted their commitment to continual improvement and seizing opportunities for growth.
The article also listed the top ten most improved brands in the UK and the global top 10 brands for 2026 according to YouGov.