Table 3 illustrates the top ten chocolate brands voted by consumers online, based on familiarity and their favourable brands.
In response to the familiarity and favourable brands by consumers, the marketing strategy of chocolate company is significant to examine.
Using the number of votes gathered from a social consumer web platform, Lindt and Sprüngli was voted the most familiar and favourable chocolate brand among the consumers, with 75.5%, followed by Cadbury with 73.6%, and Ferrero Rocher with 70.6%.
Conversely, the marketing strategies among European chocolate brands differs from other chocolate brands worldwide, particularly from the US, like Hershey and Dove Chocolate, the close competitors in top ten familiar and favourable chocolate brands, for example in pricing strategy which the prices of European chocolate brands in case studies are priced higher than the US chocolate brands.
Then, these brands are cross-checked with Ranker ranking, a social consumer web platform, to identify the most familiar and favourable chocolate brands worldwide.
The winds were favourable to make the crossing.
The major benefits of Social Media 1. Increased awareness of the organisation 2. Increased traffic to website 3. Greater favourable perceptions of the brand 4. Able to monitor conversations about the organisation 5. Increase in new business.
Nestlé sells over 8,000 non-Fairtrade products and is accused of exploiting the Fairtrade brand to gain favourable publicity while continuing to do business as usual.
Despite lacklustre performance, Nokia's Lumia brand has received favourable reviews, with praise directed at hardware specs comparable to the latest Apple or Samsung products, as well as design touches (well, a choice of colours essentially) that set the handsets apart from their competitors.
It is proven that brand personality plays a significant role in ensuring brand loyalty, forming favourable attitudes towards the brand and enlarging brand equity.
