Love Brand | Signal among consumers’ favorite brands

Friday 20 February 2026 - 12:50

By: Sahili Aya

A must-attend event in marketing and communication, the Love Brand study—unveiled during the flagship event Les Impériales—highlights each year the brands most favored by Moroccans. The 2025 edition confirmed the strategic role of emotional connection in building strong brands.

Love Brand: a distinction based on emotional attachment

Unlike awards based on technical or creative criteria, Love Brand follows a different logic. Conducted by the research firm Impérium, the study is based on a nationwide survey using open-ended questions that invite participants to spontaneously name their favorite brands.

This approach gives the ranking its full legitimacy: it does not measure advertising pressure, but genuine attachment. In other words, it reflects the authentic relationship brands manage to build with Moroccan consumers.

Love Brand 2025: Signal ranked 2nd in the Personal Care category

The 2025 edition recognized the country’s most appreciated brands across several sectors. In the highly competitive world of hygiene and everyday care, only brands capable of establishing a lasting bond with their audience manage to stand out.

In this context, Signal distinguished itself by securing second place in the Personal Care category.

This result confirmed the strength of its brand equity and highlighted its ability to maintain an ongoing relationship with consumers in a market where loyalty is built over time.

Recognition reflecting trust

Beyond a ranking position, this distinction reflects an attachment built over the years. Consistency in brand image, reliability of product experience, and alignment with public expectations form the pillars of this relationship.

Signal is an oral care brand owned by Unilever. Present in numerous international markets, it offers a wide range of oral hygiene products including toothpaste, toothbrushes, and complementary solutions. This diversity allows it to occupy a central place in the daily routines of millions of users.

A brand territory built on proximity and trust

For years, the brand has positioned itself around prevention, protection, and dental hygiene education. This communication territory—centered on usefulness and reliability—strengthens its credibility and nurtures a lasting emotional bond with the public.

This relational dimension is a decisive factor in attachment studies such as Love Brand, where preference is based not only on awareness but also on lived experience.

The keys to Signal’s performance in Morocco

Signal’s position in Love Brand 2025 is built on several structural drivers:

A clear and recognizable brand identity
Communication focused on trust and education
A constant presence in consumers’ daily lives
The ability to build long-term loyalty

Over time, Signal has established itself as a familiar reference in the personal care sector.

What the 2025 edition revealed about the market

The results confirmed a fundamental shift: Moroccan consumer preference is increasingly built around credibility, proximity, and emotion. In an environment saturated with advertising messages, the brands that stand out are those capable of creating a sincere bond with their audience.

Looking ahead to Love Brand 2026

As the next edition approaches, scheduled for Tuesday, March 31, 2026, one certainty remains: brands that stay top of mind are those that cultivate authentic relationships. This upcoming event is already shaping up to be a strategic barometer for observing the evolution of brand attachment in Morocco.

Walaw, a Love Brand partner, will support this dynamic throughout the year by highlighting brands that strengthen their connection with the public.

The question is no longer whether you need to be visible.

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

To learn more about the next Love Brand edition, visit the Les Impériales website.