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    Brand Finance Africa 150: Maroc Telecom Is Morocco's Best Brand

    Morocco is the third best African nation in terms of brand strength and value.

    11 Oct 2021

    Rabat - Brand Finance, a British brand valuation and consultancy group, released its Africa 150 2021 report, detailing the strength and value of the top 150 African brands.

    Maroc Telecom ranked as the top Moroccan company in the index, ranking at number 13 in Africa with brand value of $761 million USD (nearly 7 billion MAD).

    The telecommunication company went up 5 ranks from its 18th position of last year, and was the most valued brand outside of South Africa, which dominated the chart.

    Brand Finance said that Maroc Telecom capitalized on the improved reliability of its telecom services over the past year, and managed to increase as both professional and social lives transitioned to an online presence due to the COVID-19 pandemic.

    Following Maroc Telecom, Attijariwafa Bank was the second Moroccan brand; the Moroccan bank ranked 28th in Africa, with a valuation of $409 million USD (3.7 billion MAD).

    Other Moroccan firms on the list include Banque Populaire, Bank of Africa, and Inwi, which all retained their place in the ranking from last year.

    Other companies like AtlantaSanad, CIH Bank, and Atacado, made the rankings for the first time this year.

    Morocco is the third most represented country in the report, with its 10 brands accounting for 6% of the total brand value in the list.

    South Africa comfortably led the chart, with 81 brands accounting for nearly 73% of the total brand value, followed by Nigeria with its 17 brands and 6% of the value.

    The report also stated that the banking and telecom sectors were among the most valuable sectors in the continent this past year, as demonstrated by the type of brands that appeared in the ranking, including Morocco’s own.

    Brand Finance was founded in 1996, and describes its goal as “bridging the gap between marketing and finance.”

    The consultancy firm started releasing its annual Africa report last year and noted this year that the collective value of African brands fell by $5.5 billion USD, mainly a repercussion of the economic hardships following the COVID-19 pandemic.

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