CBBE Pyramid
​Godiva has a moderate to a high brand salience.
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The depth of brand awareness is strong as it scores highly in brand recall and brand name recognition in the premium chocolate sector. Respondents easily identify Godiva as a key player in the premium chocolate sector. However, it scores lowly in brand logo recognition.​
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Apart from its sale of gourmet chocolate for its Singapore consumers, Godiva also offers cup ice-cream and an array of chocolate drinks called Chocolixir at selected Godiva shops. While respondents easily recall their signature chocolates with the golden Godiva packaging box, they fail to recognize and associate the other products that Godiva has to offer. This consequently affects Godiva's brand breadth as it scores low to moderate on the product category membership. In addition, Godiva's brand awareness sin purchase situations is affected when respondents cited Royce as its key competitor in the premium chocolate market.
Salience
The Godiva CBBE Pyramid is equally strong on the left and right hand sides.
Performance
​Godiva delivers a high brand performance.
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It stays true to its chocolatier roots by delivering exquisite hand-made chocolate to its customers. Each piece of chocolate is unique and this is further emphasized by allowing the customers to select each piece individually.
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Godiva is also consistent in delivering high-quality chocolates. Only the finest ingredients such as Grade A butter and heavy cream are used.
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Coupled with its signature golden box, Godiva's gourmet chocolates drive high satisfaction among its consumers who enjoy and appreciate the finer things in life.
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Godiva's high brand performance is also attributed to its medium-high pricing strategy. this helps consumers clearly differentiate between gourmet and mass chocolates.
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Godiva chocolates can only be found at their stand-alone stores which further brings out the notion of exclusivity and luxury. There is a higher level of interaction between the Godiva staff and customers during purchase and there is a general consensus that Godiva does provide good service that is friendly and efficient.
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Imagery
Godiva evokes a strong overall image of sophistication and decadence. Its very name, Godiva, alludes to Lady Godiva, whom history stems in royalty and nobility. This notion of royalty and luxuriousness is further brought out by its signature package of the gold ballotin (French for a small, elegant box of chocolate). This sheds light as to Godiva chocolates being purchased for gifts and presents.
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The art of savoring gourmet chocolate is historically considered to be a skill of the upper class, akin to wine tasting. As such, the knowledge of such appreciation paints a picture of a sophisticated and polished individual, traits which Godiva has similarly taken on.