UK best brand rankings 2024
February 8th, 2024, YouGov

UK best brand rankings 2024

At the core of every business, what consumers say, think, and feel about the brands in their market is pivotal to business success. YouGov’s Best Brand Rankings Report 2024 uncovers the top 10 and top 10 most improved brands in in the UK. While Marks & Spencer leads the top 10 brands in the UK with 50.3 points, P&O Ferries tops the most improved list with an increase of 9.5 percentage points.

The brand rankings are based on brands’ Index scores taken from YouGov BrandIndex, between January 1st, 2023, and December 31st, 2023. The Index score is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.

The Top 10 Best Ranking Brands 2024

In a distant second behind Marks & Spencer, Swedish multinational furniture and home goods retailer IKEA registers an Index score of 44.1 points for the year, followed by Samsung with 42.8 points.


Mondelez International’s Cadbury (42.2 points) occupies fourth place followed by John Lewis (40.5) and Lindt (38.9).

British health and beauty retailer Boots and Meta owned WhatsApp close out the list of top 10 best ranked brands in the UK with 38 and 36.9 points respectively.

The Top 10 Most Improved Brands 2024

Lead by P&O Ferries in the UK, the top improvers list measures the change in brands’ Index scores between the beginning and end of the measured time period and ranks them from highest to lowest.


Home technology brand Ninja comes in second with an increase of 7.4 points followed by Octopus Energy (a rise of 6.1 points) and Spotify (a rise of 4 points).

The list is closed out by Chase, Heathrow Airport and with increases of 3.4, 3.2 and 3.1 percentage points respectively.

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The brands in YouGov Global Best Brand Rankings were ranked based on the Index score, which measures overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation from hundreds of thousands of surveys from January 1 to December 31, 2023

The Best Brand Improvers charts rank the brands with the highest increase in Index scores, comparing scores from January 1 to December 31, 2023, to the previous 12-month period.

All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 18 months to appear in the Improvers tables.