- Samsung is the highest-ranking brand around the world, while Amazon is the top-rated brand in the United States, according to YouGov’s Best Global Brand rankings for 2025.
- The annual survey draws upon responses from more than one million customer surveys across 28 markets. Respondents are queried about their opinions about thousands of brands, rating them on six attributes: Impression, Quality, Value, Customer Satisfaction Reputation and Recommendation.
- Only two brands landed among the top 10 on both the global and U.S. lists. They were Samsung (#1 globally and #4 in the U.S.) and YouTube (#2 globally and #8) in the U.S.
In addition to ranking the brands, the YouGov Rankings provided additional consumer insights. For instance, most consumers do not want brands to get involved in social issues. Only 44% of consumers in the U.S. felt it was appropriate for brands to take a stand on social issues, and the percentages dropped from there. Thirty-nine percent felt that way in France, 33% in Australia, and 24% in Denmark. Consumers in Indonesia, Germany and Spain, however, were more supportive of brand activism.
Another finding indicated celebrity endorsements do not sway many consumers. Only 21% of U.S. consumers said celebrity endorsements impact what they buy, compared with 15% of consumers in Great Britain, 12% in France, and 7% in Denmark. Additionally, the preference for well-known brands is high. More than a quarter (27%) of U.S. consumers say they “only buy the best-known brands,” which is a sentiment shared by 33% of consumers in Singapore, 34% in Australia and 51% in the United Arab Emirates.
The top 10 global brands for 2025 are:
- Samsung (Avg. Index Score: 43.0)
- YouTube (41.6)
- WhatsApp (41.6)
- Google (40.0)
- Adidas (35.4)
- Nike (35.4)
- Colgate (33.2)
- Netflix (33.2)
- Toyota (31.5)
- IKEA (31.4)
In the U.S., the top 10 brands for 2025 are:
- Amazon (Avg. Index Score: 58.4)
- Dawn (50.6)
- Band-Aid (50.5)
- Samsung (50.1)
- Dove (48.3)
- Amazon Prime (47.0)
- St. Jude Children’s Research Hospital (46.2)
- YouTube (45.4)
- M&M’s (44.7)
- Home Depot (43.4)
