Marks and Spencer has been announced as the leading brand in the UK, according to the YouGov BrandIndex tool. This tool evaluates various factors such as impression, quality, value, satisfaction, recommendation, and reputation over the past year. Despite facing a cyber attack in 2025, which disrupted online shopping for months, M&S secured the top position. Following closely behind are IKEA, Samsung, John Lewis, and Netflix in the top five rankings.
Post Office has been recognized as the most improved brand, driven by increased satisfaction and enhanced public perception following the Horizon IT scandal. Royal Mail and Fujitsu secured the second and third positions in the list of most improved brands.
WhatsApp has topped the global best brand rankings, showing exceptional performance in countries like India and Indonesia. It is followed by Samsung, YouTube, and Google.
YouGov’s CEO and Co-founder, Stephan Shakespeare, emphasized the importance of strong brands that establish lasting connections with consumers. The annual report, based on over six million interviews across 28 markets, assesses overall brand health using YouGov BrandIndex’s daily tracking data. Stuart Machin, CEO of M&S, expressed gratitude for being named the UK’s Best Brand for the fourth consecutive year, attributing the success to customer feedback and trust. He acknowledged the hard work of the team and emphasized the continuous drive for improvement and growth.