Samsung Crowned Top Global Brand in YouGov's 2025 Rankings

University courses Economics, Finance, Business & Marketing
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Samsung has secured the number one spot as the most-respected brand among global consumers, while Amazon reigns as the top brand in the United States, according to YouGov’s Best Global Brand 2025 rankings.

What the Rankings Reveal

The prestigious list draws insights from over a million consumer surveys conducted across 28 markets, rating brands on key attributes such as Impression, Quality, Value, Customer Satisfaction, Reputation, and Recommendation.

Global Top 10 Brands for 2025:

  1. Samsung (43.0)
  2. YouTube (41.6)
  3. WhatsApp (41.6)
  4. Google (40.0)
  5. adidas (35.4)
  6. Nike (35.3)
  7. Colgate (33.2)
  8. Netflix (33.2)
  9. Toyota (31.5)
  10. IKEA (31.4)

Top 10 US Brands:

  1. Amazon (58.4)
  2. Dawn (50.6)
  3. BAND-AID (50.5)
  4. Samsung (50.1)
  5. Dove (48.3)
  6. Amazon Prime (47.0)
  7. St. Jude Children’s Research Hospital (46.2)
  8. YouTube (45.4)
  9. M&M’s (44.7)
  10. Home Depot (43.4)

Key Insights from the Study

The rankings show distinct patterns in consumer preferences worldwide:

  • Brand Activism: A majority of global consumers prefer brands to stay out of social issues. In the U.S., only 44% believe brands should take a stand, with lower support in countries like France (39%) and Denmark (24%).
  • Celebrity Endorsements: Most consumers believe celebrity endorsements have little impact on their buying decisions. Only 21% of U.S. consumers say such endorsements influence them, compared to just 7% in Denmark.
  • Brand Loyalty: Roughly 27% of U.S. consumers say they “only buy the best-known brands,” a sentiment echoed by shoppers in Singapore (33%) and the UAE (51%).

What This Means for Brands

  1. Understanding Consumers: The rankings underline the importance of brand perception and customer satisfaction in an increasingly competitive market.
  2. Staying Relevant: Brands like Samsung and Amazon continue to excel by adapting to customer needs and maintaining strong reputations.
  3. Global Differences: Cultural preferences play a significant role in brand perception—an important consideration for companies operating across multiple regions.

Methodology Behind the Rankings

YouGov’s Best Global Brands 2025 report is powered by YouGov BrandIndex, which compiles daily insights from consumer surveys across 28 markets. Brands are evaluated based on their overall health across six attributes. Only brands listed in at least 10 markets qualified for the ranking.

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