How TIME and Statista Determined the World’s Best Brands of 2025

TIME has published its list of the World’s Best Brands, in partnership with Statista, a leading international provider of market and consumer data and rankings. Brands play a central role in consumer behavior, shaping preferences, choices, and interactions. The aim of this ranking is to provide an unfiltered view of how customers perceive and interact with brands. The ranking serves as a guide, empowering consumers to make informed purchasing decisions and navigate through the variety of available brands in each category. Methodology The ranking World’s Best Brands recognizes the top brands across the globe, starting with four countries: the United States, Mexico, Germany and the United Kingdom. In this first phase, Statista conducted an independent survey among 90,000 consumers from the respective countries. Brazil and India will be added on December 2, 2025. The top 5 brands in a maximum of 72 categories in each country are awarded. From August 2024 to June 2025, Statista collected the data via an online panel service provider to ensure a representative sample. In the survey, respondents were asked to identify industries and specific categories in which they have expertise. In subsequent questions, they were able to select brands they knew (awareness), brands they recognized in the media (social buzz), preferred (likability), used (usage), and would use again (loyalty).  A weighted overall score based on brand awareness, social buzz, likability, usage and loyalty was calculated for each brand in each category. The weights of the dimensions were as follows: Awareness: 15% Social Buzz: 10% Likability: 30% Usage: 15% Loyalty: 30% In each category per country the top-rated brand‘s overall score was set at 100. Based on the score of the top-rated brand, the scores of the following brands were adjusted accordingly. A score of 90, for example, is equivalent to a result that fulfills 90% of the winner’s score. The top 5 brands with the best results in each category, for every target country, were awarded. See the full lists here.