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Brand Africa 2026: Morocco's most admired brands revealed
via Le Matin1 min read
The 2026 edition of Brand Africa 100 | Morocco's Most Admired Brands recognized 22 brands across various sectors, including banking, telecommunications, retail, air transport, energy, and consumer goods. The awards ceremony took place in Casablanca. Inwi was named the "most admired Moroccan brand." Attijariwafa Bank won in the banking category, Royal Air Maroc in tourism and travel, Marjane in retail, and Afriquia in energy and fuels. In telecommunications, Orange was recognized as the best brand in its category, while Maroc Telecom received an award as the best pan-African brand. Other Moroccan brands honored included Sidi Ali for beverages, Tonik for agri-food, Marwa for fashion and apparel, Richbond for home and furnishings, Wafa Assurance for insurance, and Lesieur Taous for cosmetics and personal care. International brands also featured among the winners, with Danone receiving an award in agri-food and the Elevate Grand Prix for social responsibility. Other international winners included Coca-Cola for beverages, Samsung for electronics and technology, Mercedes-Benz for automotive, Nike for fashion and apparel, McDonald's for fast food, and L'Or茅al for cosmetics and personal care.
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The second edition of Moumkine Days, held on June 18 and 19 at the International University of Rabat, focused on mobilizing Moroccan skills abroad to achieve national digital sovereignty and succeed in artificial intelligence. Organized by the Moroccan Forum of Skills and Elites "Moumkine" in partnership with the Council of the Moroccan Community Abroad and with the participation of the Economic, Social and Environmental Council CESE, the event highlighted the diaspora as a strategic asset for strengthening Morocco's competitiveness, innovation, and technological autonomy. Omar El Mourabit, founding president of Moumkine, drew parallels between national football success and the potential of Moroccans worldwide in advanced sectors, expressing a desire for Morocco to excel in technology, innovation, industry, and economy. Abdelkader Amara, president of the CESE, emphasized digital sovereignty as a strategic imperative, stressing the need to master AI technologies for human capital development, economic competitiveness, and national sovereignty. He advocated for a human-centered approach to digital sovereignty, focusing on knowledge production, critical thinking, and citizen training, and called for a national AI industry by 2030, targeting education, health, and agriculture. Driss El Yazami, president of the CCME, noted the global competition for talent and highlighted Morocco's advantage with over six million citizens abroad, nearly one in five holding a university degree. He
Burundi has reaffirmed its support for Morocco's territorial integrity and the autonomy plan for the Sahara, according to a joint statement following discussions between 脡douard Bizimana, Burundi's Minister of Foreign Affairs, Regional Integration, and Development Cooperation, and Nasser Bourita, Morocco's Minister of Foreign Affairs, African Cooperation, and Moroccan Expatriates. During his working visit to Morocco, the Burundian Foreign Minister stated that the autonomy plan is the only credible and realistic solution to the regional dispute. He also expressed full support for the efforts of the UN Secretary-General and his Personal Envoy to facilitate negotiations based on this plan. Burundi welcomed the adoption of Security Council Resolution 2797, which recognizes the autonomy plan under Moroccan sovereignty as the basis for a just, lasting, and mutually acceptable resolution. Additionally, Mr. Bizimana commended King Mohammed VI's initiatives for Africa, highlighting the importance of the Atlantic African States Process, which aims to establish the African Atlantic space as a key geostrategic framework for strengthening intra-African cooperation, peace, stability, and shared prosperity. He also praised the Royal Initiative for the Sahel, designed to facilitate Sahelian states' access to the Atlantic Ocean by connecting them to regional transport and communication networks.
The Istiqlal Party, during its national council meeting on June 14 in Sal茅, adopted five key commitments to guide its actions leading up to the 2026 legislative elections. These commitments include defending Moroccan family values, protecting purchasing power, combating corruption and conflicts of interest, preserving public services, and strengthening national sovereignty. Nizar Baraka, the party's secretary general and Minister of Equipment and Water, presented these orientations. The party aims to offer citizens clear priorities in response to economic, social, and geopolitical challenges. The first commitment focuses on protecting Moroccan identity and cultural values. The second addresses purchasing power, emphasizing it as a political and moral responsibility. The third commitment highlights a "zero tolerance" policy against corruption and conflicts of interest, advocating for a specific law to prevent such issues. The fourth commitment concerns public services, asserting that public schools and hospitals are pillars of dignity and social justice. Finally, the Istiqlal Party prioritizes national sovereignty, encompassing territorial, economic, food, industrial, and technological dimensions, under the slogan "Morocco first, finally and always." While presenting these future-oriented commitments, the party also acknowledged its role in the current government majority, claiming credit for reforms since 2021, such as the Royal Program for direct social assistance and progre