Sweden Biggest Brand Movers 2026

YouGov’s Biggest Brand Movers identifies the ten brands in Sweden that record the most statistically significant improvements in consumer perception each month in 2026.

Drawing on daily surveys from YouGov’s panel, the analysis evaluates more than 2000 brands tracked in YouGov BrandIndex to determine which brands saw the highest number of positive shifts between each month.

The ranking is based on 13 metrics spanning media and communication, brand health, and the purchase funnel - including measures such as Awareness, Consideration, Reputation, and Purchase Intent. These results reflect where brands have improved across multiple aspects of consumer perception, helping identify the top brand rankings in Sweden over the period.

Top 10 Biggest Brand Movers of Sweden (April vs March)

1. Filmstaden
2. SBAB Bank
3. Spotify
4. Santander
5. Sveriges Television
6. Sveriges Radio
7. Toyota
8. Webhallen
9. American Express
10. YouTube

Filmstaden leads Sweden’s Biggest Brand Movers for April after recording improvements in Ad Awareness, WOM Exposure, Impression, Reputation, Recommend, Quality, Consideration, and Current Customer.

SBAB Bank comes second with gains across Ad Awareness, WOM Exposure, Value, Reputation, Recommend, Quality, and Consideration.

Spotify ranks third, registering increases in Ad Awareness, WOM Exposure, Impression, Reputation, Recommend, and Quality.

Santander takes fourth with improvements in Awareness, Ad Awareness, Impression, Quality, Purchase Intent, and Current Customer.

In fifth, Sveriges Television sees gains in Impression, Value, Reputation, Recommend, and Quality.

The top ten is completed by Sveriges Radio, Toyota, Webhallen, American Express, and YouTube, all of which registered statistically significant improvements across multiple measures of consumer perception.

Methodology

Data for the Biggest Brand Movers compares statistically significant score increases across 13 BrandIndex metrics between current and previous month. To be included, brands must have an Aided Brand Awareness score greater than 50%. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking. Brands are ranked based on the number of metrics that saw a statistically significant increase over the period. In instances where scores are tied, brands are ranked based on the highest average score across 13 metrics. The metrics considered are:

Media and Communication Metrics

• Aided Brand Awareness – Whether or not a consumer has ever heard of a brand
• Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks
• Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks
• Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)

Brand Health Metrics

• Quality – Whether a consumer considers a brand to represent good or poor quality
• Value – Whether a consumer considers a brand to represent good or poor value for money
• General Impression – Whether a consumer has a positive or negative impression of a brand
• Corporate Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
• Customer Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
• Recommendation – Whether a consumer would recommend a brand to a friend or colleague or not

Purchase Funnel Metrics

• Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product
• Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product
• Current Customer – Whether a consumer has purchased a given product or not within a specified period of time.