YouGov Best Brand Rankings 2026: Hong Kong

YouGov’s Best Brand Rankings 2026 : Hong Kong reveal the brands that consumers feel strongest about last year. Powered by YouGov BrandIndex, the rankings are based on thousands of daily consumer interviews and reflect overall brand health, measured through metrics such as Impression, Quality, Value, Satisfaction, Recommendation, and Reputation.

This year, the Hong Kong results spotlight the top three brands across five key sectors: insurance, banking, QSR & casual dining, loyalty programmes, and personal care. Together, they offer a snapshot of the brands earning the strongest consumer sentiment in the market today.

Below are the leading brands across each sector.

Insurance: AIA leads consumer perception

AIA ranks first in the insurance category with an Index score of 25.4, reflecting strong brand health and consumer trust in Hong Kong.

Manulife takes second place with a score of 21.2, followed by AXA at 17.2, completing the top three insurers recognised in this year’s rankings.

The results highlight the continued importance of reliability and long-term trust in shaping consumer perceptions within the insurance sector.

Banking: HSBC tops the rankings

HSBC leads the banking category with an Index score of 30.6, standing out for its strong overall brand perception among Hong Kong consumers.

Hang Seng Bank ranks second at 21.0, while Standard Chartered Bank secures third place with 18.5.

With all three positions held by long-established financial institutions, the results point to the continued influence of legacy banking brands in Hong Kong’s financial landscape.

QSR & Casual dining: McDonald’s takes the top spot

In the QSR and casual dining category, McDonald’s ranks first with an Index score of 30.6, reflecting its strong brand presence and consistent consumer engagement.

Starbucks follows in second place with a score of 22.9, while KFC ranks third at 19.6.

The mix of quick service and café brands highlights how everyday dining occasions, from coffee to quick meals, shape consumer affinity in this category.

Loyalty programmes: yuu Rewards leads the sector

Among loyalty programmes, yuu Rewards ranks first with an Index score of 36.8, highlighting its strong appeal among Hong Kong consumers.

MoneyBack takes second place at 24.4, followed by HSBC Reward+ in third with 23.5.

Integrated rewards ecosystems are becoming increasingly important in driving everyday consumer engagement.

Personal care: Dettol ranks first

Dettol leads the personal care category with an Index score of 32.6, reflecting strong consumer perceptions of quality and reliability.

Mentholatum follows in second place at 28.2, while Vaseline ranks third with 27.1.

Close scores across the top three brands suggest a competitive category where several well-known names maintain strong consumer favour.

Methodology

YouGov Best Brand Rankings 2026 are powered by YouGov’s always-on brand tracker, YouGov BrandIndex.​ Rankings are are based on consumer surveys conducted in Hong Kong between 1 January 2025 and 31 December 2025.

Brands are ranked using the Index score, a composite measure of overall brand health. The Index score is calculated as the average of six key metrics:

• 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?