Samsung, YouTube, WhatsApp top YouGov’s Best Global Brands 2025

The world’s best brands, as chosen by consumers across 28 markets.

Consumer electronics multinational, Samsung, tops YouGov’s Global Best Brand Rankings for 2025. The Rankings report is based on scores taken from YouGov BrandIndex – our industry-leading brand health tracker. Samsung comes out on top with an average Index score of 43 points.

Index score is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Reputation and Recommend metrics.

Spots two, three and four on the list belong to tech giants with Google-owned YouTube coming in second with an Index score of 41.6. Meta-owned WhatsApp scores similarly (41.6) and finds itself at coming in third. Google (40) and adidas (35.4) round out the top five, in that order.

While the top five spots in the ranking are dominated by tech companies, the other half of the list features retail, FMCG, tech and automotive players. Nike follows adidas with a score of 35.3.

Oral-care brand, Colgate, and streaming service Netflix take spots seven and eight with an identical score of 33.2 each.

Japanese automotive manufacturer, Toyota achieves an Index score of 31.5, securing the ninth spot on the list. Swedish furniture giant IKEA follows closely with an Index score of 31.4, taking the tenth spot on the list.

Biggest brands in Denmark

Turning to the Denmark specific top ten brands, REMA 1000 holds the top spot with an overall index score of 47.2. Second place was secured by the drugstore chain Matas with 41.1. MobilePay, the most widely used mobile payment solution in Denmark, followed in third place with 39.6 score points.

Lurpak (index score of 38.5 points) and the LEGO (index score of 35.8) occupy 4th and 5th place.

While all brands aspire to such success, some are making more progress than others. In addition to the top ranked brands, the most improved Danish brands table is dominated by energy firm Andel Energi, which increased its index value by 5.9 points compared to the previous year (2024: 13.9 score points, compared to 8.0 score points in 2023).

Our number two most improved brand is OK, an energy company as well, with an increase of 4.6 score points (2024: 22.4 score points, compared to 17.8 score points in 2023). The charging station operator Clever followed in third place with an increase of 4.2 score points (2024: 8.7 score points compared to 4.5 score points in 2023).

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.

The six-component metrics of the Index score are:

Impression: Do people have a positive or negative impression of the brand?

Quality: Do people perceive the brand's products or services as good or poor-quality?

Value: Does the brand offer good or poor value for money?

Satisfaction: Are customers satisfied or dissatisfied with their experience of the brand?

Reputation: Would people be proud or embarrassed to work for the brand?

Recommend: Would people to recommend the brand to others, or tell them to avoid it?