SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuarySurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGov
From tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
Market researcher YouGov has ranked the top brands of 2026 in the U.S. and worldwide, based on each brand’s score via the YouGov Brand Index.
New York—Market research and analytics company YouGov has unveiled its list of the top brands of 2026, ranking the strongest brands in the United States and worldwide.
The “Best Brand Rankings 2026” lists the top 50 brands globally and also shares the top 10 brands in key markets, including the U.S., U.K., Germany, and Australia.
On a webinar Thursday, YouGov executives delved into the list and highlighted how a few of the top brands earned their spots.
Value and trust are especially important to brand health in the U.S., said Brandy Hecke, senior enterprise account director at YouGov.
In the U.S., the top 10 brands are:
1. Amazon
2. Band-Aid
3. Dawn
4. Dove
5. Samsung
6. St. Jude Children’s Research Hospital
7. M&M’s
8. Amazon Prime
9. YouTube
10. Tylenol
Every brand in the top 10, except Tylenol, was also in the top 10 last year.
In 2025, Amazon was still in the No.1 spot, followed by Dawn, Band-Aid, Samsung, and Dove.
“What stands out in this year’s global and U.S. rankings is the consistency of the brands at the top,” said Ray Martin, CEO at YouGov America, in a statement.
“In both the U.S. and globally, the strongest performers are brands that have become part of everyday life, consistently meeting consumer expectations around quality, value, and experience in ways people recognize and reward over time.”
Amazon has maintained its hold on U.S. shoppers.
“Consumers consistently describe Amazon as fast, easy, and incredibly comprehensive, essentially setting the standard for modern-day shopping,” said Ryan Gross, senior vice president of data products and client services at YouGov.
“People still strongly associate Amazon with affordability, discounts, and flexible payment options, which reinforces its everyday relevance.”
Despite taking the top spot, consumers did mention concerns about ethics, product quality, and authenticity.
The “Best Brand Rankings 2026” lists the top 50 brands globally and also shares the top 10 brands in key markets, including the U.S., U.K., Germany, and Australia.
On a webinar Thursday, YouGov executives delved into the list and highlighted how a few of the top brands earned their spots.
Value and trust are especially important to brand health in the U.S., said Brandy Hecke, senior enterprise account director at YouGov.
In the U.S., the top 10 brands are:
1. Amazon
2. Band-Aid
3. Dawn
4. Dove
5. Samsung
6. St. Jude Children’s Research Hospital
7. M&M’s
8. Amazon Prime
9. YouTube
10. Tylenol
Every brand in the top 10, except Tylenol, was also in the top 10 last year.
In 2025, Amazon was still in the No.1 spot, followed by Dawn, Band-Aid, Samsung, and Dove.
“What stands out in this year’s global and U.S. rankings is the consistency of the brands at the top,” said Ray Martin, CEO at YouGov America, in a statement.
“In both the U.S. and globally, the strongest performers are brands that have become part of everyday life, consistently meeting consumer expectations around quality, value, and experience in ways people recognize and reward over time.”
Amazon has maintained its hold on U.S. shoppers.
“Consumers consistently describe Amazon as fast, easy, and incredibly comprehensive, essentially setting the standard for modern-day shopping,” said Ryan Gross, senior vice president of data products and client services at YouGov.
“People still strongly associate Amazon with affordability, discounts, and flexible payment options, which reinforces its everyday relevance.”
Despite taking the top spot, consumers did mention concerns about ethics, product quality, and authenticity.
“The top 10 reminds us that strong brand health does not come from doing more. It comes from doing the right things repeatedly in a way that genuinely fits into people’s lives.”-Brandy Hecke, YouGov
St. Jude Children’s Research Hospital, a pediatric research and treatment hospital specializing in childhood cancers and other life-threatening illnesses, is an outlier compared to the other tech and consumer product brands in the top 10.
The hospital accepts donations to offer cost-free care to children and families in need. It ranks highly in the advocacy and giving sector, noted Gross.
YouGov tailors its questions to consumers using “sector-specific” wording so that “value” in this case is relevant to a charity.
“We actually ask about value by asking whether the consumer feels those organizations provide good value in return for the time invested or money spent by their supporters,” said Gross.
Looking at the overall top 10 list in the U.S., the brands that performed well combine scale with everyday relevance, said YouGov, and scored well on quality and recommendations.
The top 10 brands globally also featured tech platforms and household names, including athletic brands.
The top 10 brands globally are:
1. WhatsApp
2. Samsung
3. YouTube
4. Google
5. Adidas
6. Nike
7. Netflix
8. Dettol
9. Colgate
10. Toyota
Every brand in the top 10, except Dettol, was also in the top 10 last year.
In 2025, the top five were Samsung, YouTube, WhatsApp, Google, and Adidas.
“The strongest brands today aren’t necessarily the loudest. They are the most embedded. Many of these brands are at the top because they sit naturally in everyday routines,” said Hecke.
“Second, habit beats hype. Platforms like YouTube and WhatsApp perform well not because they’re constantly persuading you but because people return to them instinctively.”
Lastly, trust in a brand still matters, she said, noting that brands like Samsung and Toyota build trust through consistency and delivery. as well as usefulness and simplicity.
The survey also lists the most-improved brands based on year-over-year scores.
The most improved brands in the U.S. are:
1. Cheerios
2. Reese’s
3. Skechers
4. General Mills
5. Lindt
6. Jersey Mike’s
7. Band-Aid
8. Johnson & Johnson
9. Dunkin’
10. Tyson
Cheerios increased its visibility in the U.S. with a major campaign promoting its new higher protein cereal, said Gross.
It also brought back a limited-edition frosted lemon Cheerios flavor last summer. The “fan favorite” generated buzz and consumer engagement that kept the momentum rolling, said Gross.
“Ongoing product innovation and portfolio updates keep a brand like Cheerios relevant while evolving consumer tastes change,” he said.
“The strongest brands today aren’t necessarily the loudest. They are the most embedded." -Brandy Hecke, YouGov
Hecke noted two brands that capitalized on major cultural moments, like the Super Bowl.
Skechers aired a campaign before and during the Super Bowl with appearances from Martha Stewart, Andy Reid, and others.
Reese’s leaned into its “fun and relatable identity” with its “Don’t Eat Lava” commercial.
To rank these brands, the list analyzed 6 million consumer surveys in 28 markets over the last 12 months.
It scored the brands on the YouGov Brand Index based on six metrics, including impression, quality, value, customer satisfaction, corporate reputation, and recommendations.
If a brand’s absence from the top 10 list is a surprise, it may be because they had a low score in one of those categories, YouGov explained.
A well-known brand with expensive products might have a low value score, for example.
“The top 10 reminds us that strong brand health does not come from doing more. It comes from doing the right things repeatedly in a way that genuinely fits into people’s lives,” said Hecke.
The full list is available to download here.
More on Surveys
The Latest
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Weekly QuizMay 21, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Metal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
