Amazon is the No. 1 most-trusted brand in the United States, followed by BAND-AID and Dawn. The annual YouGov Best Brand Rankings 2026 survey measured impressions, quality, value, reputation and satisfaction over the past 12 months. Cheerios notched the most improvement, followed by Reese’s and Skechers. The No. 1 brand across the globe was WhatsApp, with one woman noting that the everyday communications app “feels simpler and more personal” than Facebook Messenger or Instagram. Samsung and YouTube round out the top three worldwide. “Strong brands don’t just perform,” YouGov CEO and Co-founder Stephan Shakespeare says. “They connect.” YouGov based its findings on 6 million interviews across 28 markets.
