Toyota tops YouGov’s best brand rankings in Australia for 2026

Toyota has been named Australia’s strongest brand in YouGov’s Best Brand Rankings 2026, topping the local list with an Index score of 48.9.

Samsung ranked second (47.1), followed by Google (46.5) and YouTube (45.8), according to YouGov.

What are YouGov’s Best Brand Rankings?

YouGov’s annual rankings assess brand health using an Index score derived from six core metrics: impression, quality, value, reputation, satisfaction and recommendation.

The 2026 rankings are powered by YouGov BrandIndex and draw on more than six million consumer surveys across 28 markets, based on Index scores recorded between January 1, 2025 and December 31, 2025.

Australia’s top 10 brands for 2026

• Toyota (48.9)
• Samsung (47.1)
• Google (46.5)
• YouTube (45.8)
• Colgate (43.7)
• Bunnings (43.6)
• Cadbury (40.3)
• Panadol (39.6)
• PayPal (38.7)
• Aldi (38.6)

YouGov said Toyota’s lead was driven by strong perceptions across impression (58.6), quality (56.8) and recommendation (51.6).

Fastest-improving brands

Alongside the top performers, YouGov also identified brands with the biggest year-on-year gains in Index score. TikTok led Australia’s “top improvers” list with an increase of +8.3, followed by Qantas (+8.1).

Quick-service restaurants and retail brands also posted gains, including KFC (+6.7) and McDonald’s (+6.1). Woolworths (+6.4) and Coles (+5.4) also improved, which YouGov suggested may point to stabilising sentiment despite ongoing scrutiny around pricing and value.

Methodology notes

YouGov said brands must have a minimum sample size of 300 to be included. To qualify for the top 10, a brand must have scores available for at least six months (183 days). To qualify as a “most improved” brand, it must have scores available for at least 18 months (548 days).

Download the full report here.

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