Marks and Spencer has been announced as the leading brand in the UK, according to the YouGov BrandIndex tool, which evaluates various factors such as impression, quality, value, satisfaction, recommendation, and reputation over the past year. Despite facing a cyber attack in 2025 that impacted online sales for months, Marks and Spencer secured the top position. Following closely in the top five are IKEA, Samsung, John Lewis, and Netflix.
The Post Office was recognized as the most improved brand, attributed to increased satisfaction levels and a better public image following the Horizon IT scandal. Royal Mail and Fujitsu secured the second and third positions in terms of brand improvement.
On a global scale, WhatsApp ranked as the best brand, with notable success in India and Indonesia. It was followed by Samsung, YouTube, and Google. Stephan Shakespeare, CEO and Co-founder of YouGov, emphasized the importance of strong brands that establish a deep connection with consumers, as reflected in the Best Brand Rankings derived from over six million interviews across 28 markets.
Stuart Machin, CEO of Marks and Spencer, expressed gratitude for being named the UK’s Best Brand for the fourth consecutive year, highlighting the significance of customer feedback in shaping the brand’s reputation. He acknowledged the collective effort of the team and emphasized continuous improvement and growth opportunities ahead.
Overall, the report showcases the enduring consumer appeal of recognized brands and their commitment to maintaining consumer trust and satisfaction.