Love Brand | Attijariwafa Bank among consumers’ favorite brands

Monday 02 March 2026 - 13:14

By: Sahili Aya

A brand’s value is no longer measured solely by its visibility; it is now defined by the attachment it inspires. This is the dimension analyzed by the Love Brand study, presented during the major Les Impériales event, which highlights the brands most spontaneously cited by consumers.

Love Brand: a distinction based on emotion

Unlike awards based on technical or advertising criteria, Love Brand prioritizes consumers’ spontaneous perception. Conducted by the research firm Impérium, the study is based on a nationwide survey built around open-ended questions inviting respondents to freely name their favorite brands.

This approach defines the uniqueness of the ranking: it measures authentic attachment rather than simple visibility. It reveals the brands that have successfully built lasting relationships with Moroccans.

Love Brand 2025: Attijariwafa Bank ranked 1st in banking

The 2025 edition recognized the most appreciated brands across several strategic sectors. In the banking industry, where trust and credibility are fundamental pillars, only institutions capable of establishing strong relationships with their clients manage to secure lasting leadership.

In this context, Attijariwafa Bank reached first place in the Banking category.

This position confirms the strength of its brand equity and underscores its ability to maintain a consistent relationship with clients, in a sector where proximity, service quality, and reputation are decisive.

Recognition reflecting brand leadership

Beyond a simple ranking, this distinction reflects a relationship built over time. Strategic consistency, perceived quality, and alignment with customer expectations form the pillars of this connection.

Founded in 2004 through the merger of Banque Commerciale du Maroc and Wafabank, Attijariwafa Bank is today Morocco’s leading banking and financial group and one of the main players in the African financial sector. Led by Mohamed El Kettani, the group operates in 27 countries and serves more than 12 million clients through a network of several thousand branches.

Listed on the Casablanca Stock Exchange, it ranks among the market’s largest capitalizations and plays a central role in financing the national economy, with hundreds of billions of dirhams in loans distributed and a dominant position in savings collection.

The group operates across the full spectrum of financial services, including retail banking, investment banking, insurance, consumer finance, leasing, asset management, and payment services, reinforcing both its solidity and diversification.

A brand territory built on performance and innovation

For several years, the bank has developed a positioning centered on digital transformation, financial innovation, and support for both individuals and businesses. It invests significantly in digital solutions, mobile services, and financial inclusion initiatives.

At the same time, Attijariwafa Bank is actively engaged in sustainable finance, supporting projects related to energy transition and responsible financing. This commitment strengthens its institutional credibility and appeal among new generations of clients.

This comprehensive strategy contributes to building a lasting emotional connection with its audiences — a decisive factor in an attachment-based study such as Love Brand, where preference depends as much on lived experience as on brand recognition.

Drivers of Attijariwafa Bank’s performance

The first-place ranking in Love Brand 2025 is built on several structural factors:

Dominant national recognition
Confirmed banking leadership
Extensive pan-African presence
Strong financial solidity
Continuous innovation strategy

Over the years, Attijariwafa Bank has established itself as Morocco’s benchmark banking brand in the minds of consumers.

What the 2025 edition reveals about the market

The results confirm a structural shift: Moroccan consumer preference is increasingly based on trust, overall experience, and emotional proximity to brands. In a competitive environment, those that lead are the ones capable of transforming institutional strength into lasting relationships.

Looking ahead to Love Brand 2026

As the next edition approaches, scheduled for Tuesday, March 31, 2026, one conclusion stands out: the brands that leave a lasting mark are those that cultivate sincere relationships with their audiences. The event is already shaping up to be a strategic indicator for tracking the evolution of brand attachment in Morocco.

Walaw, Love Brand’s partner, will support this momentum by highlighting throughout the year the brands that continue to strengthen their public anchoring.

The question is no longer whether visibility matters.

Rather: are you ready to become a Love Brand in 2026?

For details about the next Love Brand edition, visit the Les Impériales website.