Love Brand 2025: Morocco’s favorite brands and personalities revealed

The long-awaited results of the Love Brand study have been unveiled during the Love Brand Ceremony on Wednesday, January 29, 2025, as part of Les Impériales Week 2025. This research highlights the most beloved brands, personalities, and influencers among Moroccans.

Conducted by Imperium, the Love Brand study surveyed more than 3,200 people across key cities, including Casablanca, Rabat, Salé, Tangier, Fes, and Marrakech. The data, collected nationwide, identified over 1,700 brands and more than 700 stars and influencers mentioned by respondents.

Morocco’s favorite personalities and influencers

In the category of celebrities, the Top 10 most loved by Moroccans features star footballer Achraf Hakimi leading the list, followed by Soufiane El Bakali and Saad Lamjarred. Other names in the Top 10 include Asmaa Lmnawar, Zouhair Bahaoui, Hakim Ziyech, ElGrandeToto, Manal Benchlikha, Hassan Elfed, and Salma Rachid.

As for influencers, the top spots were claimed by Ilyas Elmaliki, Kawtar Bamo, and Mustapha Swinga, followed by Basso, Mehdi Amri, Ihssane Benalluch, Hicham Masrar, Simo Sedraty, Adil Taouil, Achraf Belmouden, Farouk Life, Halima Filali, Taha Essou, Reda El Wahabi, and Saraa Bujad.

Leading brands: international and national

Among international brands favored by Moroccans, the Top 10 includes:

- Orange
- Coca-Cola
- Samsung
- Adidas
- Cadum
- Nike
- BIC
- Dacia
- McDonald’s
- Jeep

In the national category, the most loved brands are:

- Marjane
- CIH Bank
- Royal Air Maroc (RAM)
- CTM
- OCP
- Banque Populaire
- Afriquia
- Bricoma
- Lesieur

Expanded recognition for brands across key sectors

This year, the eighth edition of Les Impériales Week introduced significant changes to the Love Brand survey methodology, allowing a broader range of brands and key sectors to be represented. The study asked respondents two types of questions: an open-ended query for spontaneous answers across all sectors and a more guided question specifying sectors.

The results showcase Morocco’s favorite brands across 12 key sectors:

- Telecommunications and technology: Inwi, Maroc Telecom, Orange
- Food: Danone, Dari, Bimo
- Beverages: Coca-Cola, Sidi Ali, La Cigogne
- Banking: Attijariwafa Bank, Banque Populaire, Bank of Africa
- Insurance: AXA Assurance, Wafa Assurance, RMA
- Automotive: Mercedes-Benz, Renault, Audi
- Personal care: Nivea, Signal, Dove
- Energy: TotalEnergies, Shell, Afriquia
- Fast food and restaurants: McDonald’s, KFC, Burger King
- Fashion and apparel: Nike, Adidas, Zara
- Retail: Marjane, Carrefour, BIM
- Travel and tourism: Royal Air Maroc, ONCF, CTM

A vital barometer for marketing professionals

The Love Brand study serves as a crucial benchmark for brands, advertisers, and agencies, providing an updated snapshot of Moroccan consumer preferences. By identifying trends and affinities, this annual ranking offers valuable insights for understanding the evolving relationship between the public and the brands they trust and admire.

For more details, visit https://www.lesimperiales.com.