The deal is part of an overhaul of the Superbrands award scheme designed to recognise branding excellence.
This is the first revision since Superbrands was founded in 1995. The inclusion of consumer opinion aims to offer a wider perspective on brands and how they are perceived by consumers and marketing professionals.
The results of the top 500 brands will be revealed later in the year.
Stephen Chliotis, European marketing director of Superbrands, said: "In recent years we have seen a new wave of articulate consumers, who take an interest and actively seek information on the brands they consume.
"As such they are inherently qualified to aid in the judging process, helping to identify which brands deserve the status of Superbrand."
Panos Manolopoulos, managing director of YouGov, said: "We are pleased to be part of the Superbrands and CoolBrands programmes across Europe and add to the value that brands receive by providing an insight on how consumers across different countries rate these brands."
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