YouGov’s Best Global Brands 2025
How do consumers around the world see your brand?
Understanding how consumers think, feel, and talk about your brand is essential to staying competitive. At YouGov, we empower brands with insights rooted in reality - real opinions from real people, tracked over time.
The YouGov’s Best Global Brands 2025 reveals the world’s most loved consumer brands, based on more than 1 million customer surveys across 28 markets. The rankings are powered by YouGov BrandIndex - our industry-leading brand health tracker - using an Index score that combines core brand perceptions including Impression, Quality, Value, Satisfaction, Recommend, and Reputation.
This year’s report uncovers:
- Top 10 global best brands based on analysis across 28 markets.
- A deep dive into the health metrics of each brand in the top 10.
- Top 10 best brands for 10 key regions, including Australia, Denmark, France, Germany, Indonesia, Singapore, Spain, the UK, the UAE and the US.
- Top 10 most improved brands in these regions.
- Differences in global consumer attitudes towards brands and their role in society.
Why this report matters
This year’s global rankings highlight the resilience of consumer-focused brands, the rise of tech leaders, and the growing influence of innovation in staying top-of-mind.
This report isn’t just about who’s on top - it’s about what sets them apart. Whether you’re competing in tech, retail, or entertainment, these insights are essential for every marketing and research professional looking to align strategy with real-world impact.
Methodology
YouGov’s Best Global Brands 2025 are powered by YouGov BrandIndex.
Based on over a million customer surveys in 28 markets, rankings are based on brands’ Index scores taken from YouGov BrandIndex, between January 1st, 2024, and December 31st, 2024. The Index score within YouGov BrandIndex is a composite measure that summarizes overall brand health.
To qualify for YouGov’s Best Global Brands, brands must be listed in a minimum of 10 markets out of the 28 markets analyzed in total. The markets are: Australia, Brazil, Canada, China, Colombia, Denmark, Egypt, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Netherlands, Norway, Philippines, Poland, Saudi Arabia, Singapore, Spain, Sweden, Thailand, United Arab Emirates, United Kingdom, United States, and Vietnam.
Brands that are tracked across multiple sectors are ranked based on their highest-ranking sector per market. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking. Brands must have a minimum sample size of 300 to be included.
Market-level deep-dives follow the same methodology but are based solely on respondents’ answers in the indicated market. Top improvers are ranked based on year-on-year improvement to Index score, between January 1st, 2023, and December 31st, 2024. For a brand to qualify as a top 10 brand, it must have scores available for at least 6 months (183 days). For a brand to qualify as a most-improved brand, it must have scores available for at least 18 months (548 days).