Marks and Spencer has been named the leading brand in the UK, according to the latest findings from the YouGov BrandIndex tool. This tool considers various factors such as impression, quality, value, satisfaction, recommendation, and reputation over the preceding 12 months.
Despite facing a cyber attack in 2025 that disrupted online shopping for months, Marks and Spencer secured the top position. Following closely in the top five are IKEA, Samsung, John Lewis, and Netflix.
Post Office emerged as the most improved brand, driven by increased satisfaction and enhanced public perception after the Horizon IT scandal. Royal Mail and Fujitsu claimed the second and third spots for most improved brands.
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WhatsApp secured the top spot in the global best brand rankings, driven by exceptional performance in India and Indonesia. Following WhatsApp are Samsung, YouTube, and Google.
According to Stephan Shakespeare, CEO and Co-founder of YouGov, strong brands not only perform well but also establish connections with consumers. The Best Brand Rankings by YouGov emphasize companies that have maintained lasting consumer appeal over the past year.
Stuart Machin, CEO of Marks and Spencer, expressed gratitude for being recognized as the UK’s Best Brand for the fourth consecutive year by YouGov. He highlighted the importance of customer feedback and trust in shaping their business approach.
Machin commended his colleagues for their dedication and teamwork in achieving this accolade and emphasized the continuous pursuit of improvement and innovation in their operations.
Key Rankings:
UK’s strongest brand according to YouGov in 2026:
Top ten most improved brands