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.
Editors' Picks
Sponsored by
More on Surveys
The Latest
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
MajorsApr 16, 2026
Stuller’s Latest Mountings Catalog Is Out NowThe “Mountings 2026-2027” catalog showcases Stuller’s largest and most diverse assortment to date with more than 400 new mounting styles.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
