MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.

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TBSM / RDE assessment among major Chocolate Candy brands was taken among 1,000 men and women. Out of eight brands tracked, the leaders for each of the three equity dimensions (Reese’s, Hershey’s and Godiva) were examined, leading to the following insights:

• The Hershey Company’s eponymous chocolate brand leads all its competitors in terms of Relevance.  This is likely related to the company’s heritage, being founded in 1894, and wide array of Hershey’s branded chocolate products.  However, the brand is not perceived as different, particularly among older respondents.

• Godiva is the leader in Differentiation.  While premium brands have a tendency to be perceived as different, Godiva outpaces the other premium chocolate brands included in our study (Ghirardelli and Lindt).  Godiva’s strong equity position, particularly in terms of Differentiation, is driven strongly by women, and preference for the brand is much higher among the more mature (age 55+) demographic.  However, as more of a niche, premium brand, Godiva lags behind the mass appeal brands in terms of Relevance.

• Reese’s enjoys a fractional advantage over Hershey’s for category leadership on the Emotion dimension.  This emotional connection was likely built over time through clever and memorable advertising campaigns.  These ranged from early “Collision” ads (“Hey, you got peanut butter on my chocolate!”), through the tie in with the release of E.T. the Extra-Terrestrial and the long running “How do you eat a Reese’s?” campaign.  Reese’s shows strength in each RDE dimension, resulting in the category’s highest composite RDE score.

• Reese’s leadership in RDE corresponds to its category leadership in brand preference, with Hershey’s the runner-up on both metrics.  Godiva leads the premium segment in terms of brand preference, thanks to its strength in terms of perceived Differentiation.