YouGov’s latest rankings names Bunnings best brand of 2025 by Australians

Bunnings has claimed the top spot in YouGov’s 2025 Best Brand Rankings in Australia, with an impressive score of 48.1.

YouGov’s rankings are based on the Index score from YouGov BrandIndex, which measures overall brand health. The score is calculated by averaging six key attributes: Impression, Quality, Value, Satisfaction, Recommend, and Reputation, reflecting how well a brand is delivering on its promise.

The Australian top ten list features a diverse mix of sectors, including automotive, retail, packaged foods, and technology. Toyota ranks second with a score of 47.1, followed by Google in third place at 46.1. Samsung (46.0) and Colgate (43.7) complete the top five.

Other notable brands include Cadbury (43.0), YouTube (42.1), Vegemite (40.0), JB Hi-Fi (39.5), and Weet-Bix (39.4).

Top Improvers of the Year
The rankings also spotlight the brands that have made the most significant improvements over the past year. Amazon is the most improved brand in Australia, with a notable increase of +5.4.

The technology giant has made substantial strides over the past year, and its video streaming platform, Amazon Prime, also made an impact, ranking third with a change of +4.1, following WhatsApp, which saw a +5.2 increase.

Guinness and TikTok round off the top five movers recording a change of +4.0 each.

Other brands making the top ten list of improvers include Qatar Airways (+3.9), Aldi (+3.3), Booking.com (+3.2), Instagram (+3.2) and American Express (+3.1). These brands have shown notable progress, reflecting their growing strength in the Australian market.

Global Top 10
Samsung ranked first in YouGov’s Global Best Brand Rankings 2025, leading across 28 markets with an impressive Index score of 43.0. Technology brands dominated the global list this year, with YouTube and WhatsApp securing second and third place, both achieving a score of 41.6. Google followed in fourth with a score of 40.0, while adidas rounded out the top five with a score of 35.4.

Nike (35.3), Colgate (33.2), Netflix (33.2), Toyota (31.5), and IKEA (31.4) also made it to the global top ten, reflecting their strong performance across multiple markets.

Methodology
YouGov’s Best Brands 2025 are powered by YouGov BrandIndex. Based on over a million customer surveys in 28 markets, rankings are based on brands’ Index scores between January 1st, 2024, and December 31st, 2024. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period.

The Index score within YouGov BrandIndex is a composite measure that summarizes overall brand health. The six-component metrics of the Index score are: Impression: Do people have a positive or negative impression of the brand?; Quality: Do people perceive the brand’s products or services as good or poor-quality?; Value: Does the brand offer good or poor value for money?; Satisfaction: Are customers satisfied or dissatisfied with their experience of the brand?; Reputation: Would people be proud or embarrassed to work for the brand?; Recommend: Would people to recommend the brand to others, or tell them to avoid it?

To qualify for YouGov’s Best Global Brands, brands must be listed in a minimum of 10 markets out of the 28 markets analyzed in total. The markets are: Australia, Brazil, Canada, China, Colombia, Denmark, Egypt, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Netherlands, Norway, Philippines, Poland, Saudi Arabia, Singapore, Spain, Sweden, Thailand, United Arab Emirates, United Kingdom, United States, and Vietnam. Brands that are tracked across multiple sectors are ranked based on their highest-ranking sector per market. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking. Brands must have a minimum sample size of 300 to be included.