Samsung is the most popular brand globally
South Korean electronics giant Samsung has secured the top spot as the world's most popular brand in YouGov's latest Best Global Brands 2025 analysis. The consumer survey, which is based on over a million interviews in 28 international markets, shows Samsung as the leader with an index score of 43.0 points.
Close behind are YouTube (41.6 points) and the messenger service WhatsApp (41.6 points), both with almost identical ratings. Google comes in fourth place with 40.0 points. The best German brand in the ranking is Adidas , which is in fifth place with 35.4 points, ahead of its competitor Nike (35.3 points, 6th place).
The top 10 most popular brands in the world are:
| rank | brand | index score |
|---|---|---|
| 1 | Samsung | 43.0 |
| 2 | YouTube | 41.6 |
| 3 | 41.6 | |
| 4 | 40.0 | |
| 5 | Adidas | 35.4 |
| 6 | Nike | 35.3 |
| 7 | Colgate | 33.2 |
| 8 | Netflix | 33.2 |
| 9 | Toyota | 31.5 |
| 10 | Ikea | 31.4 |