The YouGov Recommend Rankings for 2025 are out now. Emirates flew above the competition to become the best-performing brand across the markets tracked in YouGov BrandIndex, with a score of 88.4.

YouGov asks members of the public across a number of global markets which brands they would recommend to a friend or colleague every day. Our annual Recommend Rankings highlight the top ten brands in each of these regions – with our global list comprised of brands that we track in at least ten markets.

Emirates’ table-topping performance comes as the brand reports a record profit for 2024- 2025. Earlier this year, the UAE’s flag carrier unveiled its first Airbus A350-900 aircrafts, which will be used for both regional and “ultra-long haul” flights.

The second-placed brand in our global list is Toyota, with a Recommend score of 84.7. The Japanese automaker has reported strong sales despite concerns around the impact of US tariffs, and has seen models such as its bZ4X and Prius win vehicle safety awards in 2025.

And in third is Levi’s, which scored 83.1. Over the past year, the jeans brand has partnered with Beyonce for a series of attention-grabbing, well-received ads.

Fourth-placed adidas scored 82.5, and also had a good 2024-2025, with Complex magazine awarding the brand’s AE1 shoe with its “Sneaker of the Year” gong. The brand’s latest financial results also showed an increase in global revenue compared to the year before.

Coming in fifth place is Nintendo, which announced its long-awaited Switch 2 console in January this year before releasing the new device in early June. The gaming giant, set to release titles like Metroid Prime 4 and Donkey Kong Bananza later this year, scored 82.1.

Shoemaker Nike (82.0), German auto giants Mercedez-Benz (81.8) and BMW (81.4), travel booking site trivago (81.0), and the cosmetics company Neutrogena (80.8) round out the top ten for 2025.

For our list of Most Improved global brands, as well as for the most recommended brands in our full list, download the full rankings report here