YouGov has released its annual Most Recommended Brands ranking, highlighting the brands most endorsed by their existing customers across 28 global markets.

In Singapore, Singapore Airlines tops the 2025 rankings with a score of 86.2, reflecting both strong national pride and global trust in the airline’s consistent service excellence. It is followed closely by Louis Vuitton (84.6) and Apple (84.3), underscoring Singaporeans’ strong affinity for premium fashion and cutting-edge technology.

The top 10 list is a mix of aspirational and functional global favourites, including Uniqlo (81.7), Nike (80.7), Samsung (80.6), Amazon (80.3), and Shopee (79.4). Notably, both Amazon (80.3) and Amazon Prime (80.2) secured spots in the top 10, indicating strong consumer loyalty for the brand.

Top ten improvers

YouGov also released its list of top improvers—brands that have seen the largest boost in recommendation scores over the past year. HSBC leads with a +9.4-point increase, suggesting growing confidence in traditional banking amid ongoing economic uncertainties. Amazon (+8.5) and FoodPanda (+7.9) follow closely, reflecting growing consumer satisfaction around convenience and service.

Brands such as X (formerly Twitter), NTUC Foodfare, Burger King, Pizza Hut, Nivea, and Samsung Galaxy S also made notable gains, pointing to favourability across the F&B, tech, and personal care sectors.

Global top 10 brands

Globally, Emirates secures the top spot with a score of 88.4, affirming the airline’s global reputation for luxury and reliability. Other brands in the top ten include automotive stalwarts Toyota, Mercedes-Benz, and BMW (scores: 84.7, 81.8, and 81.4 respectively), showcasing the global trust in performance and engineering.

Iconic apparel brands—Levi’s, adidas, and Nike (83.1, 82.5, 82.0, respectively), continue to generate high advocacy. Additionally, Nintendo (82.1), Neutrogena (80.8), and trivago (81.0) reflect the diverse appeal of entertainment, personal care, and online travel booking sectors.

Download the full report here.

Methodology:

The YouGov Recommend Rankings 2025 are based on YouGov BrandIndex’s positive Recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague. Top ten ranking is calculated between ​June 1, 2024, and May 31, 2025, using data collected from members of the public in markets around the globe every day, from the flagship YouGov BrandIndex tool. Improvers Ranking shows average data from June 1, 2024- May 31, 2025 compared to June 1, 2023- May 31, 2024.

Every brand’s performance is tracked daily against a range of metrics, and the Recommend ranking measures the percentage of a brand’s customers who would recommend it to a friend or colleague. All brands have been tracked for at least 183 days to be included in the rankings and at least 548 days for improvers. The scores are representative of the general population of adults 18+​. All Recommend scores are rounded to a single decimal place.