Marks & Spencer has topped the list of the strongest brands in the UK for the fourth year running.

The top ten, compiled by YouGov’s BrandIndex tool, shows M&S with an overall index score of 52.7. Chocolate manufacturers Lindt (38.4) and Cadbury (37.3)were also listed, in eight and tenth  place, respectively.

To compile the top brand lists, more than six million interviews were conducted across 28 global markets.

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The rankings were then derived from YouGov’s BrandIndex data analysis tool, which delivers “always-on” tracking across key brand health metrics to give a complete and granular picture of brands’ public perception over time.

M&S CEO Stuart Machin said “We deeply appreciate being named the UK’s Best Brand by YouGov for the fourth year in a row.

“This one means a lot, because it’s based on what our customers say about us. Your trust is at the heart of everything we do.”

He added: “Thank you to our colleagues also for their hard work to make the magic happen. It’s a real team effort.

“This motivates us to be even better. We’re staying positively dissatisfied as we look forward, because we know there is still so much to do, and so much opportunity ahead of us.”

YouGov’s global analysis looks at the brands with the highest ‘Index’ score, which combines metrics for Impression, Quality, Value, Satisfaction, Recommend and Reputation scores to give an overall picture of brand health.

The rankings also measure which brands made the greatest improvements to their Index score during 2025.

“The key to Marks & Spencer’s success is broad based strength across multiple BrandIndex measures,” said a YouGov statement.

“It has achieved the highest score in the top ten for Impression, Quality, Reputation, Satisfaction and Recommend. That strength in depth is a key indicator of long term brand resilience.”

YouGov’s top 10 brands in the UK, based on average impression, quality, value, reputation, satisfaction and recommend scores for the last 12 months

1.    Marks & Spencer
2.    Ikea
3.    Samsung
4.    John Lewis
5.    Netflix
6.    WhatsApp
7.    Sony
8.    Lindt
9.    Boots
10.  Cadbury