YouGov BrandIndex asks consumers about thousands of brands worldwide on a daily basis. This ranking is based on over six million interviews over the 12 months to the end of December 2018. For these Buzz rankings, respondents were asked “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

To assess the global Buzz rankings, YouGov looked at data from across 27 countries, those countries with three or fewer sectors were removed. YouGov created top 10 lists for each country. The global top 25 was created by scoring brands in each list – from the top brand scoring ten points down to the tenth brand which scored one point. The brands with the most points overall form the global top 25. All data is from 1 Jan 2018 to 31 December 2018.

All Buzz scores have been rounded to a single decimal place; however, we have used additional precision to assign ranking order when brands’ cumulative scores were the same.

All brands have been tracked for at least six months to be included in the rankings, and have tracked for at least six months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.