Samsung is the most-respected brand among global consumers, while Amazon scores highest in the US, according to YouGov’s Best Global Brand 2025 rankings.
YouGov's new Best Global Brand rankings draw on more than one million consumer surveys across 28 markets to identify the best-performing global and national brands. Respondents are asked their opinions of thousands of brands, rating them on six key attributes: Impression, Quality, Value, Customer Satisfaction, Reputation and Recommendation.
“Brands have never been more important — and in today's dynamic marketplace, where consumer sentiment can make or break a company's success, understanding brand perception is imperative,” said YouGov CEO Steve Hatch. “For the past two decades, YouGov has been speaking to consumers on a daily basis to understand the reality of how they feel about brands across a range of core measures. Using this quality data, this report showcases the global leaders that have earned the highest customer scores.”
The top 10 global brands for this year’s rankings are:
| Rank | Brand | Average Index Score |
| 1 | Samsung (SSNLF) | 43.0 |
| 2 | YouTube (GOOG) | 41.6 |
| 3 | WhatsApp (META) | 41.6 |
| 4 | Google (GOOG) | 40.0 |
| 5 | adidas (ADDYY) | 35.4 |
| 6 | Nike (NKE) | 35.3 |
| 7 | Colgate (CL) | 33.2 |
| 8 | Netflix (NFLX) | 33.2 |
| 9 | Toyota (TM) | 31.5 |
| 10 | IKEA | 31.4 |
The top 10 US brands are:
| Rank | Brand | US Index Score |
| 1 | Amazon (AMZN) | 58.4 |
| 2 | Dawn (PG) | 50.6 |
| 3 | BAND-AID (KVUE) | 50.5 |
| 4 | Samsung (SSNLF) | 50.1 |
| 5 | Dove (UL) | 48.3 |
| 6 | Amazon Prime (AMZN) | 47.0 |
| 7 | St. Jude Children’s Research Hospital | 46.2 |
| 8 | YouTube (GOOG) | 45.4 |
| 9 | M&M's | 44.7 |
| 10 | Home Depot (HD) | 43.4 |
The ranking report also examines differences in global consumers' attitudes towards brands, finding that:
- A majority of global consumers prefer that brands don’t get involved in social issues. Only 44% of US consumers agree brands should take a stand on social issues, with this percentage dropping to 39% in France, 33% in Australia and 24% in Denmark. However, majorities of consumers in Indonesia (64%), Germany (54%) and Spain (51%) are more supportive of brand activism.
- Most global consumers believe that celebrity endorsements don’t influence their purchases. Only 21% of US consumers agree that celebrity endorsements impact what they buy, compared to 15% of Britons, 12% of French and 7% of Danes.
- More than a quarter (27%) of US consumers say they “only buy the best-known brands.” This preference for purchasing name-brands is even stronger in Singapore (33%), Australia (34%), and the United Arab Emirates (51%).
Ranking Methodology
YouGov’s Best Global Brands 2025 is powered by YouGov BrandIndex. Drawing on over a million customer surveys in 28 markets, the rankings are based on each brands’ Index scores taken between January 1st and December 31st, 2024. The Index score within YouGov BrandIndex is a composite measure that summarizes overall brand health across six key attributes. To qualify for YouGov’s Best Global Brands, brands must be listed in a minimum of 10 markets out of the 28 markets analyzed. Both parent brands and the best-known product-level brands are tracked in BrandIndex on a daily basis. For more details on the study’s methodology, please see the full report.
The full report is available here.
YouGov is a global research data, and analytics group. Our mission is to offer unparalleled insight into what the world really thinks and does. With operations in the US, the Americas, Europe, the Middle East, India and Asia Pacific, we have one of the world’s largest research networks.
Above all, YouGov is powered by reality. That stems from a unique panel of millions of registered members across 55 countries, encapsulating some 18 million shopping trips and millions of interconnected data points. Our unique approach to recruiting and engaging with our panel, combined with our state-of-the-art technology platforms, enables us to deliver real-world, real-time insights that lead to better decision-making and a competitive advantage for our clients.
As innovators and pioneers of online market research, we have a strong reputation as a trusted source of accurate data and insights. Testament to this, YouGov data is regularly referenced by the global press, and we are consistently one of the most quoted market research sources in the world.
YouGov /Research Reality