The highly anticipated results of the 2025 Love Brand Study were revealed on Wednesday, January 29, at the prestigious Love Brand Ceremony, part of the annual Impériales Week in Morocco. This flagship event shines a spotlight on the brands and personalities closest to the hearts of Moroccans.
Organized by the Imperium Institute, the study surveyed more than 3,200 people across major cities such as Casablanca, Rabat, Tangier, Fes, and Marrakech. The extensive research evaluated over 1,700 brands and 700 celebrities and influencers, offering a sweeping look at the public figures and companies shaping daily life in Morocco.
Achraf Hakimi tops the personality rankings
In the category of public figures, Achraf Hakimi, the celebrated footballer, emerged as Morocco’s favorite icon. He leads a list that includes:
- Soufiane El Bakali (Olympic champion)
- Saad Lamjarred (pop star)
- Asmaa Lmnawar (beloved singer)
- Zouhair Bahaoui (music sensation)
- Hakim Ziyech (footballer)
- ElGrandeToto (rapper)
- Manal Benchlikha (artist)
- Hassan Elfed (comedian)
- Salma Rachid (singer)
On the influencer front, Ilyas Elmaliki leads the popularity charts, followed by Kawtar Bamo and Mustapha Swinga. Other notable content creators such as Basso, Ihssane Benalluch, and Simo Sedraty were also celebrated by Moroccan audiences.
The most beloved brands in Morocco
The study also highlights both international and local brands that hold a special place in Moroccan consumers’ hearts. Leading the way for global brands are Orange, Coca-Cola, Samsung, Adidas, and Nike. In the Moroccan category, Marjane, CIH Bank, and Royal Air Maroc (RAM) take the top spots, with other national giants like CTM, OCP, and Afriquia close behind.
For the first time in its eight-year history, the Love Brand Study classified brands across 12 industry sectors, revealing the standout names in each category:
- Food: Danone, Dari, Bimo
- Beverages: Coca-Cola, Sidi Ali, La Cigogne
- Personal Care: Nivea, Signal, Dove
- Fast Food: McDonald’s, KFC, Burger King
- Energy & Fuel: TotalEnergies, Shell, Afriquia
- Banking: Attijariwafa Bank, Banque Populaire, Bank of Africa
- Insurance: Axa Assurance, Wafa Assurance, RMA
- Telecom & Tech: Inwi, Maroc Telecom, Orange
- Automotive: Mercedes-Benz, Renault, Audi
- Fashion & Apparel: Nike, Adidas, Zara
- Travel & Transport: Royal Air Maroc, ONCF, CTM
- Retail: Marjane, Carrefour, Bim
A strategic tool for marketing professionals
The Love Brand Study has become an essential resource for marketers, communication agencies, and advertisers. By offering deep insights into consumer preferences, this annual report helps businesses refine their marketing strategies and strengthen relationships with their audience.
With the 2025 rankings now public, Impériales Week continues to celebrate creativity, innovation, and engagement, cementing its reputation as Morocco’s premier marketing and communication event.
