SurveysJul 09, 2025
Jewelry Stays Strong as Luxury Market Slows, Bain & Co. Says SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGov
Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
Guinness topped the list of the most recommended brands in the U.S. market, according to a new report by YouGov.
New York—Market research and data analytics firm YouGov has released a new report outlining the world’s most recommended consumer brands in 2025.
According to the report, Dubai-based airline Emirates is the No. 1 most recommend brand in the world, followed by Toyota and then Levi’s, the denim company founded in San Francisco in the 1800s.
In fourth is Adidas, followed by Nintendo and then Nike, with vehicle brands Mercedes-Benz and BMW in seventh and eighth, respectively.
Travel tech company Trivago came in at ninth, and Neutrogena rounds out the top 10.
The rankings are compiled using YouGov’s BrandIndex—its “always on” business tool for tracking brand health using data collected daily from consumer surveys.
The lists are based on the brands’ Positive Recommend score among current customers over the last 12 months. The Positive Recommend score measures how likely current customers are to recommend a brand to a friend, family member, or acquaintance.
Insights are fueled by YouGov’s consumer research panel, the company said, which has 29 million registered members from more than 55 markets.
In the list of the top 10 most recommended brands for the U.S. market, alcoholic beverage brands reigned, with Guinness at the top with a score of 90.9 percent, followed by Heineken.
Savage x Fenty, the lingerie brand founded by Rihanna in 2017, is third, followed by Counter-Strike: Global Offensive (CS:GO), a game in the Counter-Strike video games series.
Durex ranks fifth, followed by Dutch brewery Amstel in sixth and St. Jude Children’s Research Hospital in seventh.
In eighth is Qatar Airways, followed by two companies both boasting scores of 89 percent, Adidas and then Black Rifle Coffee Company, a veteran-founded coffee company based in Salt Lake City known for its mission to hire veterans and its controversial marketing.
“With consumer voices carrying more weight than ever, the strongest brands are built not just on visibility, but on trust, relevance, and advocacy. Recommendations have become one of the most powerful indicators of brand strength,” YouGov founder and CEO Stephan Shakespeare said.
As far as jewelry and watch brands go, Rolex is the No. 1 most-recommended brand in Australia, according to the report.
The popular watch brand also appears on the most-recommended lists for France (No. 10) and Germany (No. 4).
Related stories will be right here …
According to the report, Dubai-based airline Emirates is the No. 1 most recommend brand in the world, followed by Toyota and then Levi’s, the denim company founded in San Francisco in the 1800s.
In fourth is Adidas, followed by Nintendo and then Nike, with vehicle brands Mercedes-Benz and BMW in seventh and eighth, respectively.
Travel tech company Trivago came in at ninth, and Neutrogena rounds out the top 10.
The rankings are compiled using YouGov’s BrandIndex—its “always on” business tool for tracking brand health using data collected daily from consumer surveys.
The lists are based on the brands’ Positive Recommend score among current customers over the last 12 months. The Positive Recommend score measures how likely current customers are to recommend a brand to a friend, family member, or acquaintance.
Insights are fueled by YouGov’s consumer research panel, the company said, which has 29 million registered members from more than 55 markets.
In the list of the top 10 most recommended brands for the U.S. market, alcoholic beverage brands reigned, with Guinness at the top with a score of 90.9 percent, followed by Heineken.
Savage x Fenty, the lingerie brand founded by Rihanna in 2017, is third, followed by Counter-Strike: Global Offensive (CS:GO), a game in the Counter-Strike video games series.
Durex ranks fifth, followed by Dutch brewery Amstel in sixth and St. Jude Children’s Research Hospital in seventh.
In eighth is Qatar Airways, followed by two companies both boasting scores of 89 percent, Adidas and then Black Rifle Coffee Company, a veteran-founded coffee company based in Salt Lake City known for its mission to hire veterans and its controversial marketing.
“With consumer voices carrying more weight than ever, the strongest brands are built not just on visibility, but on trust, relevance, and advocacy. Recommendations have become one of the most powerful indicators of brand strength,” YouGov founder and CEO Stephan Shakespeare said.
As far as jewelry and watch brands go, Rolex is the No. 1 most-recommended brand in Australia, according to the report.
The popular watch brand also appears on the most-recommended lists for France (No. 10) and Germany (No. 4).
The report also featured a breakdown of most-recommended brands in the United States by category.
Ikea tops the list for retail brands with a Positive Recommend score of 87.4 percent, followed by outdoors outfitters REI and Cabela’s, then Costco—one of the largest sellers of fine jewelry in the U.S.—and Crate & Barrel, which posted a score of 84 percent.
For clothing, Savage x Fenty leads the way, boasting a score of 90.1 percent, followed by Adidas and then Nike.
LVMH-owned brand Louis Vuitton came in fourth, and fast-fashion retailer Zara, with a score of 88.7 percent, came in fifth.
Also included in the report is a list of the top 10 most-improved brands in U.S., with data based on year-on-year increase in Positive Recommend scores among current customers.
Topping the list is X (formerly Twitter), with Positive Recommend scores up 14.1 percentage points from last year, followed by London-based pharmaceutical and biotechnology company GlaxoSmithKline, which jumped 10.8 percentage points.
In third was financial services company Robinhood, followed by Chuck E. Cheese and then Coinbase.
Cars.com landed in sixth, followed by Tex-Mex fast food chain Taco Bueno and then insurance company Cigna.
Rounding out the list is Aquafina in ninth with CarGurus behind it.
Other sectors included in the report are automotive, beverages, dining, financial services, grocery stores, CPG (consumer packaged goods) food and snacks, and cable, satellite and streaming TV.
To view the full report, click here.
More on Surveys
The Latest
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
TechnologyDec 09, 2025
Gemvision Releases Updated MatrixGoldMatrixGold 3.11, the newest version of the jewelry design program, offers more flexibility, precision, and creative control.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
IndependentsDec 04, 2025
Step Inside JR Dunn Jewelers’ Giant New Store The Florida independent expanded its store from 8,000 to 14,000 square feet, fulfilling the vision of its late co-founder, Jim Dunn.
