In a significant achievement for British retail, Marks & Spencer has been officially crowned the strongest brand in the United Kingdom for the fourth consecutive year, according to the latest YouGov BrandIndex rankings. The supermarket and retail giant outperformed a host of major competitors, including IKEA, Samsung, John Lewis, and Netflix, to secure the top position in the comprehensive annual study.
YouGov's BrandIndex Methodology
The YouGov BrandIndex tool provides a detailed analysis of brand health by tracking consumer perceptions across six key metrics: impression, quality, value, satisfaction, recommendation, and reputation. This data is collected daily over a 12-month period, offering a robust and nuanced picture of how brands resonate with the public. The 2026 rankings are based on over six million interviews conducted across 28 global markets, ensuring a thorough and reliable assessment.
M&S's Remarkable Resilience
M&S's continued dominance in the rankings is particularly noteworthy given the challenges it faced in 2025, including a significant cyber attack that disrupted its online shopping services for several months. Despite this setback, the brand maintained strong consumer trust and loyalty, a testament to its enduring appeal and customer-centric approach.
Stuart Machin, CEO of Marks & Spencer, expressed deep appreciation for the recognition, stating, "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 added, "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."
Top UK Brands and Most Improved Performers
The YouGov rankings for 2026 reveal a diverse list of top-performing brands in the UK, with M&S leading the pack. The full top ten strongest brands are:
- Marks & Spencer
- IKEA
- Samsung
- John Lewis
- Netflix
- Sony
- Lindt
- Boots
- Cadbury
Post Office Leads Most Improved Brands
In a separate category, the Post Office was named the most improved brand in the UK, driven by rising satisfaction levels and an enhanced public perception following the Horizon IT scandal. This recognition highlights the brand's efforts to rebuild trust and improve its services. The top ten most improved brands include:
- Post Office
- Royal Mail
- Fujitsu
- J D Wetherspoon
- Henry
- British Gas
- Nationwide
- Octopus Energy
- Tesco Clubcard
- Cruzcampo
Global Brand Rankings
On a global scale, WhatsApp claimed the top spot as the best brand worldwide, with particularly strong performance in markets like India and Indonesia. The messaging app was followed by Samsung, YouTube, and Google in the global top ten, which also featured Adidas, Nike, Netflix, Dettol, Colgate, and Toyota.
Stephan Shakespeare, CEO and Co-founder of YouGov, commented on the findings, saying, "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. Based on over six million interviews conducted across 28 markets, this report looks at overall brand health as measured by YouGov BrandIndex’s daily tracking. Congratulations to all recognised brands."
M&S's achievement underscores the importance of consistent customer engagement and resilience in the face of adversity, setting a benchmark for other brands in the competitive UK market.
