In a significant recognition of consumer trust and market performance, Marks & Spencer has been officially crowned the United Kingdom's strongest brand for the fourth year running. This prestigious accolade comes from the comprehensive YouGov BrandIndex rankings for 2026, which meticulously analyse public perception across multiple critical metrics.
YouGov's Methodology and Key Findings
The YouGov BrandIndex report is a robust annual study, drawing from over six million interviews conducted across 28 global markets. It evaluates brands based on a holistic set of criteria including consumer impression, perceived quality, value for money, satisfaction levels, likelihood of recommendation, and overall reputation. The data is tracked daily over the preceding twelve months to provide an accurate and dynamic picture of brand health.
Stephan Shakespeare, CEO and Co-founder of YouGov, emphasised the importance of this connection, stating: “Strong brands don't just perform, they connect. YouGov’s Best Brand Rankings highlight the companies that have enjoyed lasting consumer appeal over the past 12 months.”
The Top Ten Strongest Brands in the UK
The 2026 rankings reveal a list dominated by household names that have successfully embedded themselves into the fabric of British daily life. Following the leader, Marks & Spencer, the top ten is comprised of:
- Marks & Spencer
- IKEA
- Samsung
- John Lewis
- Netflix
- Sony
- Lindt
- Boots
- Cadbury
This list underscores the diverse sectors where British consumers place their highest trust, spanning retail, technology, entertainment, and confectionery.
Most Improved Brands: A Story of Recovery and Perception
In a separate but equally telling category, the Post Office has been identified as the UK's most improved brand for 2026. This marks a notable turnaround, driven by significant hikes in customer satisfaction and a markedly improved public perception following the challenges of the Horizon IT scandal.
The full list of the top ten most improved brands showcases organisations that have made substantial strides in rebuilding or enhancing their public image:
- Post Office
- Royal Mail
- Fujitsu
- J D Wetherspoon
- Henry
- British Gas
- Nationwide
- Octopus Energy
- Tesco Clubcard
- Cruzcampo
Global Brand Landscape
The YouGov report also provides a snapshot of the worldwide brand hierarchy. The global top ten is led by WhatsApp, whose strong performance in major markets like India and Indonesia has secured its premier position. The international ranking is as follows:
- Samsung
- YouTube
- Adidas
- Nike
- Netflix
- Dettol
- Colgate
- Toyota
Leadership Response and Future Outlook
Reacting to the news, Stuart Machin, CEO of Marks & Spencer, expressed profound gratitude for the customer-driven recognition. “We deeply appreciate being named the UK’s Best Brand by YouGov for the fourth year in a row. This one means a lot, because it’s based on what our customers say about us. Your trust is at the heart of everything we do,” he said.
Machin also credited the retailer's dedicated workforce, adding: “Thank you to our colleagues also for their hard work to make the magic happen. It’s a real team effort. This motivates us to be even better. We’re staying positively dissatisfied as we look forward, because we know there is still so much to do, and so much opportunity ahead of us.” This sentiment highlights a forward-looking ethos, aiming to build upon this sustained success in the competitive UK market.
