The cancer support charity was ranked number one in the annual Third Sector Charity Brand Index, which was launched in 2009 to gauge public awareness of charity brands and is compiled in partnership with the market research company Harris Interactive.
It is based on research conducted with more than 3,000 UK adults.
One of the biggest movers this year was Great Ormond Street Hospital Children’s Charity, which enjoyed a central role in the opening ceremony of last year’s Olympic Games and jumped from 13th to second in the ranking.
The highest new entry was the men’s health campaign Movember, which went in at number 58.
The Disasters Emergency Committee, the umbrella organisation of 14 international aid charities, was the highest climber, going up 22 places to number 68.
Prostate Cancer UK, which was rebranded last year and was a new entry to the index in 2012, rose 20 places to 36th.
Respondents were asked to give their impressions of charities they were aware of, their relevance, whether they trusted them and how likely they were to donate to them. They were asked to fill out an online questionnaire over a three-week period at the end of June and the beginning of July.
Hilary Cross, director of external affairs at Macmillan, said: "We are immensely proud that Macmillan has topped this year’s Third Sector Charity Brand Index because this encompasses everything we do – our services, communications, campaigns and fundraising."
The top 10 (last year’s ranking in brackets):
1 Macmillan Cancer Support (2)
2 Great Ormond Street Hospital Children’s Charity (13)
3 Cancer Research UK (1)
4 Help for Heroes (9)
5 Royal British Legion (3)
6 RNLI (14)
7 British Heart Foundation (6)
8 NSPCC (12)
9 Comic Relief (5)
10 Guide Dogs (17)