Which Brand Is Most Loved in the World Right Now?

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💡Key Takeaway: WhatsApp is the most loved brand globally, according to YouGov’s latest analysis of 6 million customer surveys across 28 countries.

More than 6 million customer surveys across 28 global markets fielded between the first and last day of 2025 have revealed the leading brand by brand health. The winner is WhatsApp, based on a YouGov brandIndex report, edging just ahead of last year’s leader, Samsung according to MarketingCharts.

What Metrics Determine Brand Love and Customer Loyalty?

YouGov measures brand health using six core metrics that predict customer loyalty:

1. Impression – Positive or negative brand perception
2. Quality – Product and service quality perception
3. Value – Value for money assessment
4. Satisfaction – Customer experience satisfaction
5. Reputation – Pride or embarrassment in brand association
6. Recommend – Likelihood to recommend to others

Each metric is scored on a scale from -100 to +100. The average of these six metrics creates the overall BrandIndex score.

What Are the Top 10 Most Loved Brands Globally?

The global top 10 brands by customer love are:

1. WhatsApp – 41.5 (best at Impression: 49.3)
2. Samsung – 41.4 (best at Quality: 47.2)
3. YouTube – 41.1 (best at Impression: 49.5)
4. Google – 38.6 (best at Impression: 43.9)
5. Adidas – 35.3 (best at Quality: 43.7)
6. Nike – 34.5 (best at Quality: 43.6)
7. Netflix – 34.1
8. Dettol – 33.0 (new to top 10)
9. Colgate – 32.9
10. Toyota – 32.3

Only the top three brands achieved an overall score above 40.

Which Brand Ranks Highest in the United States?

Amazon is the most loved brand in the United States with a score of 54.5. The US top 5 are:

1. Amazon – 54.5 (Satisfaction score: 63.1, the highest single metric score in the US)
2. BAND-AID – 53.0
3. Dawn – 51.7
4. Dove – 48.5
5. Samsung – 47.9

Amazon Prime (#8, 44.9) and YouTube (#9, 44.8) also rank in the US top 10.

How Can Brands Improve Their Brand Health Scores?

Based on the most improved brands, here’s how to strengthen brand health:

• Focus on one metric at a time. Cheerios improved 3.8 points—the largest US increase—by addressing specific weaknesses rather than trying to improve everything simultaneously.
• Fix value perception gaps. Adidas scored 43.7 on quality but only 25.6 on value—an 18-point gap. Nike faces similar issues (43.6 quality vs. 23 value). When quality scores are nearly double value scores, pricing perception needs attention.
• Prioritize customer satisfaction. Amazon’s 63.1 satisfaction score—the highest of any brand in any metric—demonstrates that seamless customer experience drives overall brand love.
• Build positive impressions first. WhatsApp (49.3) and YouTube (49.5) have the highest impression scores. Positive brand perception is the foundation for all other metrics.

What’s the Biggest Lesson from Today’s Top Brands?

Excellence in one or two metrics matters more than mediocrity across all six. WhatsApp, Samsung, and YouTube each dominate specific metrics:

• WhatsApp: Impression (49.3)
• Samsung: Quality (47.2)
• YouTube: Impression (49.5)

Rather than achieving perfect scores everywhere, focus on exceptional performance where it matters most to your customers. Close your biggest gap first.

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About the Author

Nicola Ziady is a CMO with over two decades of experience in higher education and healthcare marketing. Connect with Nicola on LinkedIn.

Article Information

Published: February 2026
Last Updated: February 14 2026
Author: Nicola Ziady
Reading Time: 12 minutes