Sweden's strongest brands in 2023
March 15th, 2024, YouGov

Sweden's strongest brands in 2023

YouGov's Best Brand Rankings and access our library of industry reportsDownload rankings

Swish is back as Sweden´s strongest brand in terms of overall image, while Spotify is the most improved brand in 2023

In 2023 year's ranking, the top 3 places have slightly changed from 2022. Swish retains its 1st place with 44,9 while ICA moves from 2nd place last year to 7th place. IKEA climbs up from 3rd to 2nd place with a score of 40,4. SVT Play is a newcomer in the top 10 list and claims the 3rd place immediately with its score of 38,4.

Wasabröd and Volvo switch places this year, meaning that Volvo moves up from a 5th to a 4th place. While Samsung and Systembolaget manages to stay in the top 10 list; Marabou, Yes and Apoteket did not make the top 10 this year and where replaces by newcomers Google and Spotify.

Spotify has improved its overall image the most and ends up as the year's top improver “ in Sweden.

Pepsi and Google both improved strongly and end up also made it into the top 3. Lidl is in 4th place, followed by Amazon on in 5th place of the improver ranking.

Due to the great improvements Spotify and Google made it to the top 10 best brands list.

Download the ranking and see if your or your competitors' brands are included and where in the top 10 lists.


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.