WhatsApp Claims Global Brand Dominance in 2026, Overtaking Samsung: YouGov Rankings
Table of Contents
Consumers across 28 markets have named WhatsApp as the world’s most popular brand for 2025, according to the newly released YouGov Best Brand Rankings 2026. The Meta-owned messaging service secured the top spot with an average index net score of 41.5, narrowly edging out Samsung, which ranked second with a score of 41.4.
Shifting Landscape of Global Brand Preference
The rankings, based on data collected between January 1 and December 31, 2025, reveal a dynamic shift in consumer preferences. YouTube, Google’s video platform, fell to third place with a score of 41.1, a decline from its previous ranking. Google itself maintained its fourth-place position (38.6), demonstrating continued, though relatively stable, consumer favor.
“The current trend towards a better balance between performance and brand marketing clearly shows that the brand is increasingly moving back to the center of corporate strategies and is taking on an increasingly central role for companies,” stated a senior official at YouGov. “This development makes it clear that companies are not only focused on short-term successes and measurable results, but also view long-term brand strengthening as an essential element of their marketing strategy.”
German Brands Hold Strong in Global Top 50
Adidas continues to be Germany’s most recognized brand internationally, securing fifth place globally with a score of 35.3. The sportswear giant remains ahead of its US competitor, Nike, which landed in sixth place (34.5). Netflix, the streaming service, improved its position to seventh place (34.1), while Dettol, the British disinfectant company, climbed to eighth (33.0) – a significant jump from its absence in the top 10 in 2024. Colgate (32.9) and Toyota (32.3) rounded out the global top 10, in ninth and tenth place respectively.
Notably, IKEA, a mainstay in previous top 10 lists, fell to 14th place this year.
Among the top 50 global brands, other prominent German companies include Nivea (12th place, 30.5), Mercedes-Benz (28th place, 23.5), Bosch (36th place, 22.6), BMW (37th place, 22.4), and Puma (43rd place, 20.9).
LEGO and dm Lead in Germany’s Domestic Ranking
Within Germany itself, LEGO emerged as the most popular brand in 2025, achieving an index score of 50.3. The toy manufacturer was closely followed by dm, a German drugstore chain, with a score of 50.2, and PayPal, with 48.6. Samsung and Bosch secured fourth and fifth place respectively (46.0 and 45.1). WhatsApp, the global leader, also performed strongly in its home market, claiming sixth place (43.1).
Lufthansa and Ninja See Biggest Gains in Brand Perception
Lufthansa experienced the most significant improvement in brand image within Germany during 2025. The airline’s index net score rose from 26.6 in 2024 to 31.8 in 2025, representing an increase of +5.2. Ninja, a kitchen appliance manufacturer, followed closely with a +5.0 improvement. Lego (+3.2), Deutsche Bank (+3.0), and Netflix (+2.6) also saw notable gains in consumer perception.
The YouGov Best Brand Rankings 2026 encompass detailed analyses for ten key markets, including Germany, France, Sweden, Spain, Singapore, Great Britain, the USA, Australia, Indonesia, and Saudi Arabia. The full report, including methodology details, is available for download after providing contact information YouGov Best Brand Rankings 2026.
The rankings are based on over one million consumer surveys conducted online, representative of the populations in the 28 markets analyzed. The YouGov BrandIndex assesses brands across six key dimensions: general impression, quality, price-performance ratio, customer satisfaction, willingness to recommend, and employer image.
