The latest rankings of top brands in the UK have been unveiled, with Marks and Spencer emerging as the leading brand. Marks and Spencer secured the top position in the YouGov BrandIndex tool, which evaluates various factors such as impression, quality, value, satisfaction, recommendation, and reputation over the past year.
Despite experiencing a cyber attack in 2025 that disrupted online shopping for months, Marks and Spencer clinched the top spot. Following closely in the top five are IKEA, Samsung, John Lewis, and Netflix.
The Post Office was recognized as the most improved brand due to enhanced satisfaction levels and a better public image post the Horizon IT scandal. Royal Mail and Fujitsu secured the second and third spots for most improved brands.
On the global front, WhatsApp claimed the top position in the best brand rankings, with strong performance notably in India and Indonesia. Samsung, YouTube, and Google followed closely behind.
YouGov’s CEO and Co-founder, Stephan Shakespeare, emphasized the importance of strong brands connecting with consumers. The Best Brand Rankings are based on extensive consumer interviews across 28 markets, evaluating overall brand health through YouGov BrandIndex’s daily tracking.
CEO of Marks and Spencer, Stuart Machin, expressed gratitude for being named the UK’s Best Brand for the fourth consecutive year. He attributed the success to customer feedback and emphasized the team effort involved in achieving this recognition. Looking ahead, Machin stated the company’s commitment to continuous improvement and seizing future opportunities.
In summary, Marks and Spencer leads as the UK’s strongest brand according to YouGov in 2026, while the top ten most improved brands and the global top 10 brands for 2026 were also highlighted in the rankings.