Most popular brands worldwide 2022

Consumers worldwide have cast their vote, and the results are in: Samsung has been elected the world's most popular brand in 2022, based on its BrandIndex score.

The South Korean electronics behemoth accumulated 127 points and succeeded in dethroning Google from the coveted summit. YouTube surpassed Netflix in reaching the top three with a BrandIndex score of 85 points. In addition, Samsung and Google were the only ones that ranked among the top 10 most valuable brands globally.

Tech titans hold the top

From Samsung to WhatsApp by way of Shopee, the first six positions in the popularity ranking were all occupied by tech brands - with the tail end of the spotlight being divided among auto (Toyota, Mercedes Benz), FMCG (Colgate), and retail (Lidl) players. A notable absence was that of the world's most valuable brand, Apple, suggesting that Samsung's less cyclical market share might be one of the MVPs in the popularity game.

Most popular brands worldwide in 2022, by BrandIndex score

Characteristic	BrandIndex score
Samsung	127
Google	106
YouTube	85
Netflix	59
Shopee	51
WhatsApp	50
Toyota	41
Colgate	34
Mercedes-Benz	34
Lidl	33

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Release date

November 2022

More information

Region

Worldwide

Survey time period

September 28, 2021 to September 27, 2022

Supplementary notes

YouGov BrandIndex Index score is a measure of overall brand health which takes into account consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether they would recommend the brand to others.
The rankings chart shows the brands with the highest average index scores between September 28, 2021 and September 27, 2022.

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