Every year, YouGov’s UK Best Brand Rankings highlight the best-performing organisations according to their overall brand health. The rankings were 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.
John Lewis tops YouGov’s 2020 Best Brand Rankings in the UK for the fourth year running in the UK, despite this year’s global pandemic and consequent lockdowns and economic downturns. The retailer scored 42.6, this is 1.4 points higher than in 2019.
The rankings also show the brands which have improved the most, with Netflix taking the top spot after improving 7.1 points. The National Lottery just missed out on the top spot with an improvement of 7.0 points.
YouGov also released this year’s annual global best brands ranking 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.
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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.