The YouGov Best Brand Rankings are based on the Index score from YouGov BrandIndex, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation. Each day, YouGov BrandIndex speaks to thousands of consumers about thousands of brands across dozens of sectors, continuously measuring public perception.
Tech companies dominate the global best brand rankings
YouGov also released this year’s annual global best brands rankings with Google taking the top spot. Tech brands dominate the top of the list with the search and advertising giant followed by WhatsApp, YouTube, Samsung and Amazon.
With Netflix and Facebook in sixth and seventh respectively, the only non-tech-related brands in the top ten are Singaporean ecommerce platform Shopee (eighth), Swedish retailer IKEA (ninth) and US sportswear titan Nike (tenth).
YouGov BrandIndex conducts 9 million interviews across the world every year who answer questions about a company’s quality, value and their level of satisfaction with the brand, among other measures. YouGov BrandIndex operates in over 40 countries across the globe, covering markets in North America, South America, Europe, Africa, Asia, the Middle East and Australasia.
For this year’s global list, YouGov used data from 33 markets – data from countries that cover three sectors or fewer were not counted in the top 10.
The brands in YouGov Annual Rankings were ranked based on the Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The Index Rankings chart shows the brands with the highest average Index scores between October 1, 2019 and September 30, 2020. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. Both scores are representative of the general population of adults 18+.
All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks.
All brands have been tracked for at least 6 months to be included in the rankings and have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the Improvers tables.
For this year’s global list, YouGov used data from 33 markets – data from countries that cover three sectors or fewer were not counted in the top 10. The rankings use the Index score which assesses overall brand health. It takes into account perceptions of a brand’s reputation and whether consumers would recommend the brand to others, as well as whether it represents good value and quality.