Which are the most recommended brands in Finland?
The Finland´s Most Recommended Brands 2026 report identifies the brands with the strongest positive Recommend scores among their current customers across the country.
Finnish consumers continue to champion brands that consistently deliver quality, value, and outstanding customer experiences. This year, Toyota, Tjäreborg, and Mercedes-Benz secure the top three positions in Finland’s Most Recommended Brands ranking, demonstrating strong customer advocacy across both the automotive and travel sectors.
#1 Toyota (87.6%)
Toyota leads the ranking with an exceptional recommendation score, supported by strong ratings for customer satisfaction, quality, and value.
#2 Tjäreborg (84.1%)
Tjäreborg claims second place, reflecting the travel brand’s ability to create positive experiences that customers are eager to recommend.
#3 Mercedes-Benz (82.4%)
Mercedes-Benz rounds out the top three, highlighting its continued success in delivering a premium customer experience and earning strong endorsement from Finnish consumers.
Together, the results show that brands that consistently exceed customer expectations can turn satisfaction into recommendation, building strong customer loyalty and long-term brand strength.
What's inside the report?
- Top 10 rankings – Explore the top 10 most recommended brands in Finland
- 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.