YouGov has released their list of Best Global Brands of 2024. See the methodology of the data below. YouGov is an international online research data and analytics technology group. Their mission is to offer unparalleled insight into what the world thinks.
With operations in the UK, the Americas, Europe, the Middle East, India and Asia Pacific, they are one of the world’s largest research networks.
As innovators and pioneers of online market research, , YouGov data is regularly referenced by the global press, and are one of the most quoted market research source in the world. Learn more at https://today.yougov.com/
TOP GLOBAL BRANDS OF 2024
- SAMSUNG
- YOUTUBE
- WHATS AP
- ADIDAS
- NIKE
- COLGATE
- NETFLIX
- TOYOTA
- IKEA
TOP USA BRANDS OF 2024
- AMAZON
- DAWN
- BAND-AID
- SAMSUNG
- DOVE
- AMAZON PRIME
- ST JUDE’S CHILDREN’S HOSPITAL
- YOUTUBE
- M&M
- HOME DEPOT
METHODOLOGY
YouGov’s Best Global Brands 2025 are powered by YouGov BrandIndex. Based on over a million customer surveys in 28 markets, rankings are based on brands’ Index scores taken from YouGov BrandIndex, between January 1st, 2024, and December 31st, 2024. The Index
score within YouGov BrandIndex is a composite measure that summarizes overall brand health.
The six-component metrics of the Index score are:
• Impression: Do people have a positive or negative impression of the brand?
• Quality: Do people perceive the brand’s products or services as good or poor-quality?
• Value: Does the brand offer good or poor value for money?
• Satisfaction: Are customers satisfied or dissatisfied with their
experience of the brand?
• Reputation: Would people be proud or embarrassed to work for
the brand?
• Recommend: Would people recommend the brand to others, or
tell them to avoid it?
Methodology
To qualify for YouGov’s Best Global Brands, brands must be listed in a minimum of 10 markets out of the 28 markets analyzed in total. The markets are: Australia, Brazil, Canada, China, Colombia, Denmark, Egypt, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Netherlands, Norway, Philippines, Poland, Saudi Arabia, Singapore, Spain, Sweden, Thailand, United Arab Emirates, United Kingdom, United States, and Vietnam.
Brands that are tracked across multiple sectors are ranked based on their highest-ranking sector per market. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking. Brands must have a minimum sample size of 300 to be included. For a brand to qualify as a top 10 brand, it must have scores available
for at least 6 months (183 days).
Market-level deep-dives follow the same methodology but are based solely on respondents’ answers in the indicated market. Top improvers are ranked based on year-on-year improvement to Index score, between January 1st, 2023, and December 31st, 2024. All scores are rounded. For brands with the same change in score, ranking is based on highest 2024 Index score. For a brand to qualify as a most-improved brand, it must have scores available for at least 18 months (548 days).