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The YouGov Best Brand Rankings 2026 identify the brands with the strongest overall brand health in Thailand, based on how consumers perceive them over time.

The rankings are built using YouGov’s Index score, which measures performance across Impression, Quality, Value, Satisfaction, Recommendation, and Reputation.

YouTube leads the rankings with a score of 62.0, reflecting its central role in entertainment, content discovery, and learning. Close behind, Shopee (60.0) underscores the continued strength of e-commerce and value-driven online shopping. KFC ranks third at 56.3, highlighting the importance of familiarity and consistent in-store experiences in quick-service dining.

Together, the top 10 reflects strong brand performance across digital platforms, retail, foodservice, finance, and automotive categories.

Curious how your brand and competitors perform on brand health?Explore brand tracking

While top-ranked brands reflect sustained strength, the most improved brands highlight where consumer perceptions are shifting fastest.

Momentum in Thailand is led by CJ More, which records the largest year-on-year gain, rising 8.6 points to 27.2. This is followed by Thai Airways, up 5.8 points to 41.2, and Bank of Ayudhya, which improves by 3.5 points to 15.0.

These gains show how quickly brand momentum can build when consumer perceptions move in the right direction.

See how brands rank globally

YouGov Best Brand Rankings 2026 report reveals the top 50 brands worldwide, based on insights from over 6 million customer surveys across 28 markets.

  • WhatsApp ranks #1 globally
  • Rankings span major markets including the US, UK, Singapore, France, Germany, and more.

The global rankings set a benchmark for brand strength across markets worldwide.

Discover which brands lead globally and how brand love compares across markets.Download the global report

Methodology

YouGov Best Brand Rankings 2026 are powered by YouGov’s always-on brand tracker, YouGov BrandIndex.​

Based on over six million consumer surveys in 28 markets, rankings are based on brands’ Index scores between January 1st, 2025, and December 31st, 2025. The Index score summarizes six metrics of brand health:

  • Impression: Do people have a positive or negative impression of the brand? ​​
  • Quality: Do people perceive the brand's products or services as good or poor-quality? ​​
  • Value: Does the brand offer good or poor value for money?​​
  • Satisfaction: Are consumers satisfied or dissatisfied with their experience of the brand?
  • Reputation: Would people be proud or embarrassed to work for the brand? ​​
  • Recommend: Would people recommend the brand to others or tell them to avoid it?

For more details, download the global report.

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