YouGov's 2026 Best Brand Rankings: Key Insights for Marketers

Market research giant YouGov has released its Best Brand Rankings 2026, highlighting the strongest brands in the U.S. and globally. The list is based on 6 million consumer surveys across 28 markets, scoring brands on metrics like impression, quality, value, customer satisfaction, corporate reputation, and recommendations.

U.S. Top 10 Brands: Consistency and Everyday Relevance

In the U.S., the top 10 brands are dominated by household names that have become part of daily life:

1. Amazon
2. Band-Aid
3. Dawn
4. Dove
5. Samsung
6. St. Jude Children’s Research Hospital
7. M&M’s
8. Amazon Prime
9. YouTube
10. Tylenol

Amazon maintains its No. 1 spot, with consumers praising it for being fast, easy, and comprehensive, setting the standard for modern shopping. However, concerns about ethics, product quality, and authenticity were noted.

St. Jude Children’s Research Hospital stands out as an outlier among tech and consumer brands, ranking highly in the advocacy and giving sector. YouGov tailors questions to measure value for charities by assessing whether they provide good value for the time or money invested by supporters.

Ray Martin, CEO at YouGov America, emphasized: "In both the U.S. and globally, the strongest performers are brands that have become part of everyday life, consistently meeting consumer expectations around quality, value, and experience."

Global Top 10 Brands: Tech and Athletic Dominance

Globally, the top 10 features tech platforms and athletic brands:

1. WhatsApp
2. Samsung
3. YouTube
4. Google
5. Adidas
6. Nike
7. Netflix
8. Dettol
9. Colgate
10. Toyota

Brandy Hecke, senior enterprise account director at YouGov, noted: "The strongest brands today aren’t necessarily the loudest. They are the most embedded. Many of these brands are at the top because they sit naturally in everyday routines." She added that habit beats hype, with platforms like YouTube and WhatsApp performing well because people return to them instinctively.

Most Improved Brands in the U.S.

The survey also highlights the most-improved brands based on year-over-year scores:

1. Cheerios
2. Reese’s
3. Skechers
4. General Mills
5. Lindt
6. Jersey Mike’s
7. Band-Aid
8. Johnson & Johnson
9. Dunkin’
10. Tyson

Cheerios boosted its visibility with a major campaign promoting its new higher protein cereal and brought back a limited-edition frosted lemon flavor, generating buzz and engagement. Ryan Gross, senior vice president at YouGov, explained: "Ongoing product innovation and portfolio updates keep a brand like Cheerios relevant while evolving consumer tastes change."

Brands like Skechers and Reese’s capitalized on cultural moments, such as the Super Bowl, with campaigns that reinforced their identities.

Key Takeaways for Marketers

• Value and trust are critical for brand health in the U.S., as highlighted by YouGov executives.
• Strong brands focus on doing the right things repeatedly in ways that fit into people’s lives, rather than just doing more.
• Consistency and delivery build trust, as seen with brands like Samsung and Toyota.
• Brands that perform well combine scale with everyday relevance and score high on quality and recommendations.

The full list is available for download on YouGov's website.