On the occasion of the 16th edition of Brand Africa 100, Morocco was designated by its own citizens as the most admired nation for its contribution to building a better Africa. A recognition that reflects the country’s growing influence on a continental scale and the rise of its national brands,
The solidity of the Moroccan brand ecosystem as well as the trust placed by citizens in the country were highlighted during the 16th edition of Brand Africa 100. Moroccans indeed designate Morocco as the most admired nation for its contribution to the construction of a better Africa, illustrating the Kingdom’s impact on the economic, institutional and societal levels on a continental scale. “Morocco’s results in 2026 demonstrate what a deliberate nation and brand building strategy can achieve. Moroccans themselves praise their country as the nation most admired for its contribution to a better Africa, while 23% of the national Top 100 is made up of Made in Morocco brands, compared to a pan-African average of only 15%.
The opportunity now lies in further reducing the gap between this trust in the country and the purchasing decisions that consumers make on a daily basis,” indicates Thebe Ikalafeng, founder and president of Brand Africa. A continental benchmark for measuring brand admiration, Brand Africa 100 is based on the largest independent study conducted among African consumers. Carried out in 31 countries representing more than 85% of the continent’s population and GDP, this study constitutes the reference barometer of the strength, influence and attractiveness of brands in Africa. “Morocco is not only a growing economy, it is an economy in transformation. And a transforming economy needs strong brands, brands that inspire trust and create lasting value.
Today, nearly 75% of the value of large Moroccan companies is made up of intangible assets, a level higher than that observed in China or India,” explains Siham Malek, vice-president-Chair Brand Africa North Africa. Remember that for this edition, 22 brands were distinguished in the different categories of the national ranking, illustrating the capacity of companies to create value, to innovate and to build lasting relationships with their consumers in an economic environment in profound transformation.
