Which are the most recommended brands in Denmark?
The Denmark´s Most Recommended Brands 2026 report identifies the brands with the strongest positive Recommend scores among their current customers across the country.
Danish consumers continue to place their trust in brands that consistently deliver quality and positive customer experiences. This year, Mercedes-Benz, Audi, and Lærerstandens Brandforsikring secure the top three positions in Denmark’s Most Recommended Brands ranking, reflecting strong customer advocacy across both the automotive and insurance sectors.
#1 Mercedes-Benz (82.4%)
Mercedes-Benz leads the ranking, driven by outstanding ratings for quality, satisfaction, and overall brand perception among current customers.
#2 Audi (79.2%)
Audi claims second place, highlighting the brand’s ability to generate strong customer endorsement through a premium ownership experience.
#3 Lærerstandens Brandforsikring (78.8%)
The insurance provider rounds out the top three, demonstrating that trust, reliability, and customer service are key drivers of recommendation beyond the automotive sector.
Together, the results show that brands which consistently meet customer expectations and create positive experiences are best positioned to earn lasting loyalty and recommendation.
What's inside the report?
- Top 10 rankings – Explore the top 10 most recommended brands in Denmark
- Most-improved brands – See which brands have made the biggest gains in customer recommendation year on year.
- Sector leaders – Dive into sector-specific rankings across the categories automotive, financial services, and retail.
- Brand performance – Understand how the leading brand performs across Impression, Value, Quality, Satisfaction, Reputation and Recommend.
What makes a brand highly recommended?
Being well known doesn't necessarily mean being highly recommended.
YouGov's Most Recommended Brands rankings look at positive Recommend scores among current customers – people who have purchased from a brand within the relevant timeframe for its sector.
The Recommend question asks respondents:
“Which of the following brands would you recommend to a friend or colleague?”
This makes recommendation a useful lens for understanding how strongly customers are willing to endorse the brands they use.
Want to understand how your brand performs?
The rankings show who's winning customer recommendation today. YouGov BrandIndex can help you understand how your brand is performing over time and against your competitors.
Discover the most recommended brands across all regions here.