The top brands in the UK have been unveiled, with Marks and Spencer emerging as the leader. Marks and Spencer secured the top position as the strongest brand in the UK according to the YouGov BrandIndex tool, considering various factors like impression, quality, value, satisfaction, recommendation, and reputation over the past year. Despite facing a cyber attack in 2025 that impacted online shopping capabilities for months, Marks and Spencer claimed the top spot. Following closely in the top five are IKEA, Samsung, John Lewis, and Netflix.
Post Office was recognized as the most improved brand, with increased satisfaction and enhanced public perception following the Horizon IT scandal. Royal Mail and Fujitsu secured the second and third spots for most improved brands.
WhatsApp topped the global best brand rankings, with exceptional performance in countries like India and Indonesia. The messaging app was followed by Samsung, YouTube, and Google.
YouGov’s CEO and Co-founder, Stephan Shakespeare, emphasized the importance of strong brands in building lasting consumer connections. He commended the recognized brands based on over six million interviews across 28 markets.
Stuart Machin, CEO of Marks and Spencer, expressed gratitude for being named the UK’s Best Brand for the fourth consecutive year, highlighting the significance of customer feedback. He credited the hard work of colleagues and emphasized continuous improvement and future opportunities.
The article also highlighted the top ten most improved brands in the UK and the global top 10 brands according to YouGov in 2026.