YouGov Best Brand Rankings 2026: Malaysia

The YouGov Best Brand Rankings 2026 identify the brands with the strongest overall brand health in Malaysia, 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.

At the top of the rankings is Shopee, securing the #1 spot with a score of 68.0. Its lead reflects more than scale, it signals how deeply Shopee has embedded itself into everyday shopping behaviour in Malaysia, winning on convenience, value, and reliability in a category where expectations are constantly rising. WhatsApp (59.6) and Farm Fresh (50.4) follow closely, highlighting the strength of brands that are used frequently and play a role in consumers’ everyday lives, spanning both digital services and packaged food.

Overall, the top 10 demonstrates strong brand performance across e-commerce, internet services, food, financial services, travel, and automotive sectors, underscoring the breadth of consumer engagement across both digital and physical touchpoints.

While the top 10 reflects long-term brand strength, the Most Improved Brands highlight where brand perception is shifting fastest.

KFC leads the list with a 12.8-point year-on-year increase, followed closely by McDonald’s (+10.8). Strong gains are also seen across packaged foods and quick service restaurants, with brands such as Maggi, Milo, Pizza Hut, and Burger King showing notable improvement.

Digital platforms and automotive brands also feature among the fastest climbers, including Threads, Proton, and Perodua, highlighting momentum across both established and emerging categories.

Overall, these improvements demonstrate how quickly brand momentum can accelerate across foodservice, digital platforms, personal care, and automotive categories when consumer perceptions move decisively 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.

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.