U.S. Biggest Brand Movers 2026

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

Drawing on daily surveys from YouGov’s panel of 8+ million Americans, the analysis evaluates more than 2,000 brands tracked in YouGov BrandIndex to determine which brands saw the highest number of positive shifts from month to 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 biggest moving brands in the U.S. over the period.

Top 10 Biggest Brand Movers in the U.S.: June 2026

1. Johnson & Johnson
2. The HISTORY Channel
3. Miracle-Gro
4. Dove (Hair care)
5. Dove Men+Care
6. Crown Royal
7. Ortho
8. Gatorade
9. Green Mountain
10. Blue Cross Blue Shield

Johnson & Johnson leads YouGov's Biggest Brand Movers in the U.S. for June after recording improvements across 11 metrics, including all four media metrics: Awareness, Ad Awareness, WOM Exposure, and Buzz, and all six brand perception metrics: Impression, Value, Reputation, Satisfaction, Recommend, and Quality, alongside gains in Consideration.

Close behind, The HISTORY Channel records improvements across 11 metrics: Awareness, WOM Exposure, Buzz, Impression, Value, Reputation, Satisfaction, Recommend, Quality, Purchase Intent, and Current Customer.

Miracle-Gro ranks third, registering increases in Awareness, Ad Awareness, WOM Exposure, Impression, Value, Reputation, Satisfaction, Recommend, Quality, Consideration, and Current Customer.

Dove (Hair care) takes fourth with improvements in Awareness, WOM Exposure, Buzz, Value, Reputation, Satisfaction, Recommend, Quality, Purchase Intent, and Current Customer.

Ranked fifth, Dove Men+Care sees gains across all three purchase funnel metrics: Consideration, Purchase Intent, and Current Customer, alongside improvements in WOM Exposure, Impression, Value, Reputation, Satisfaction, Recommend, and Quality.

The top ten is completed by Crown Royal, Ortho, Gatorade, Green Mountain, and Blue Cross Blue Shield, all of which registered statistically significant improvements across multiple measures of consumer perception.

Top 10 Biggest Brand Movers in the U.S.: May 2026

1. Dr Pepper
2. Premium Saltines
3. OFF!
4. True Value
5. Coca-Cola
6. Miller High Life
7. TikTok
8. Silk
9. Dasani
10. Cape Cod

Dr Pepper leads YouGov's Biggest Brand Movers in the U.S. for May after recording improvements across 11 metrics: Ad Awareness, WOM Exposure, Buzz, Impression, Value, Satisfaction, Recommend, Quality, Consideration, Purchase Intent, and Current Customer.

Close behind, Premium Saltines records improvements across all four media metrics: Awareness, Ad Awareness, WOM Exposure, and Buzz, as well as all six brand perception metrics: Impression, Value, Reputation, Satisfaction, Recommend, and Quality, alongside gains in Consideration.

OFF! ranks third, registering increases in Ad Awareness, WOM Exposure, Buzz, Impression, Value, Reputation, Recommend, Quality, Consideration, Purchase Intent, and Current Customer.

True Value ranks fourth with gains across Ad Awareness, WOM Exposure, Buzz, Impression, Value, Reputation, Recommend, Quality, Consideration, Purchase Intent, and Current Customer.

Ranked fifth, Coca-Cola sees gains in Ad Awareness, WOM Exposure, Buzz, Impression, Reputation, Satisfaction, Recommend, Quality, Consideration, and Current Customer.

The top ten is rounded out by Miller High Life, TikTok, Silk, Dasani, and Cape Cod, 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