The latest rankings have unveiled the leading brands in the UK, with Marks and Spencer securing the top position. M&S emerged as the most robust brand in the UK according to the YouGov BrandIndex tool, which evaluates various factors such as perception, quality, value, satisfaction, recommendation, and reputation over the past year.

Despite facing a cyber attack in 2025 that disrupted online shopping for months, M&S clinched the top spot. Following closely in the top five were IKEA, Samsung, John Lewis, and Netflix.

The Post Office was recognized as the most improved brand, attributed to increased satisfaction and enhanced public perception post the Horizon IT scandal. Royal Mail and Fujitsu secured the second and third spots for most improved brands.

On a global scale, WhatsApp topped the best brand rankings, excelling particularly in India and Indonesia. It was trailed by Samsung, YouTube, and Google.

CEO and Co-founder of YouGov, Stephan Shakespeare, emphasized the importance of strong brands that establish a connection with consumers. The rankings are based on extensive research across 28 markets, highlighting brands that have maintained enduring appeal over the year.

Stuart Machin, 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. He acknowledged the collective effort of colleagues in achieving this accolade and emphasized the continuous drive for improvement and growth.

The rankings signify a milestone for brands across the UK and globally, showcasing the ongoing pursuit of excellence and consumer trust in an ever-evolving market landscape.