Love Brand | Shell among consumers’ favorite brands

Thursday 26 February 2026 - 19:00

By: Sahili Aya

A major event in marketing and communication in Morocco, Les Impériales annually reveals the brands that dominate their sectors. Through the Love Brand study, the event highlights those that succeed in transforming their expertise into genuine consumer trust.

Love Brand: an award based on emotional connection

Unlike distinctions based on technical or sector-specific criteria, Love Brand focuses on consumers’ real perceptions. Conducted by the firm Impérium, the study relies on a national survey with open-ended questions, inviting respondents to spontaneously name their favorite brands.

This methodology is the unique feature of the ranking: it evaluates authentic attachment rather than mere visibility. It highlights brands that have successfully built lasting relationships with Moroccans.

Love Brand 2025: Shell ranked 2nd in Energy

The 2025 edition recognized the most appreciated brands across several key sectors. In the strategic energy sector, only brands combining technical expertise, consistency, and proximity manage to stand out.

In this context, Shell achieved second place in the Energy category.

This ranking confirms the strength of its trust capital and underscores its ability to maintain a lasting relationship with both consumers and professionals in a sector where performance and reliability are crucial.

Recognition reflecting public trust

Beyond a ranking, this distinction reflects a relationship built over time. Image consistency, product quality, and adherence to international standards form the foundation of this credibility.

Shell is one of the most recognized energy groups worldwide, with operations in numerous countries. In Africa, its products are distributed across multiple markets by Vivo Energy, a company established in 2011 to market fuels and lubricants under Shell’s license. This model combines the technological strength of a global brand with regional operational expertise.

In Morocco, Vivo Energy has a structured presence with over 400 service stations, storage capacity exceeding 200,000 m³, and several hundred employees. Shell benefits from a historic presence dating back to 1922, reinforcing its anchoring and recognition among the public.

In the lubricants segment, Shell relies on an African industrial network structured around multiple production units, with a total capacity of approximately 124,000 tons per year. This organization ensures continuous availability of products meeting international standards, both for consumers and professionals.

A brand territory based on expertise and performance

For several years, these brands have positioned themselves around innovation, technical performance, and reliability. This clear identity strengthens credibility and fosters a lasting bond with users, whether motorists, businesses, or industrial clients.

This relational dimension is a key lever in attachment studies like Love Brand, where preference depends as much on trust as on notoriety.

Keys to Shell and Vivo Lubrifiants Africa Services’ performance

The second-place ranking in Love Brand 2025 is based on several structuring factors:

A strong international reputation
Recognized industrial expertise
Extensive logistical presence
Integrated regional production
Ability to build lasting trust

Over time, these brands have established themselves as credible references in Morocco’s energy ecosystem.

Insights from the 2025 edition

The results confirm a long-term trend: Moroccan consumer preference is now built around credibility, performance, and trust-based relationships with brands. In technical sectors, those that stand out are the ones capable of combining expertise with proximity.

Looking ahead to Love Brand 2026

With the next edition scheduled for Tuesday, March 31, 2026, one certainty emerges: brands that establish themselves in consumers’ minds over the long term are those that cultivate a genuine relationship with their audience. This event is already shaping up as a strategic indicator to track brand attachment in Morocco.

Walaw, Love Brand’s partner, will support this dynamic by highlighting, throughout the year, brands that strengthen their public presence.

The question is no longer whether visibility matters—

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

For more information on the next Love Brand edition, visit the Les Impériales website.