Brand Health

BGO Show Case — US Chocolate — emotional territories and competitive benchmarking

Totaln = 937|Highlighted: Reese'sCurrent Sample

Highlight:

Brand Funnel (Explicit)

Metric ↕	Reese's ↕	Hershey's ↕	M&M's ↕	Twix ↕	Snickers ↕	Lindt ↕
Aided Awareness	90%	91%	93%	88%	91%	73%
Brand Usage p4w	61%	56%	56%	36%	43%	24%

Emotional Territories (Implicit)

Territory ↕	Reese's ↕	Hershey's ↕	M&M's ↕	Twix ↕	Snickers ↕	Lindt ↕
DECODE Map	17.36	16.6	18.91	10	14.88	22.25
Adventure	18.09	14.51	19.97	11.49	14.42	21.51
Autonomy	14.12	14.13	12.71	9.37	13.63	36.04
Discipline	15.37	20.89	18.76	9.45	16.96	18.58
Security	18.94	17.32	20.45	9.49	16.81	16.99
Enjoyment	18.2	16.87	20.05	9.21	13.84	21.83
Excitement	19.46	15.85	21.51	10.99	13.64	18.55

Attribute Deep Dive — Reese'sY = Category Relevance · X = Brand vs. Best Competitor · Bubble Size = Score

Category Relevance

Brand Score vs. Best Competitor

Relevant / Weak

Relevant / Strong

21.1500577804752

at work (Other)

Reese's: 21.1500577804752 | Best comp: 36.2617717790248 | Gap: -15.111713998549597

25.747632487767603

looks appetizing (Other)

Reese's: 25.747632487767603 | Best comp: 19.0703852721905 | Gap: +6.677247215577104

24.240086760944802

share with others (Other)

Reese's: 24.240086760944802 | Best comp: 35.429231713521 | Gap: -11.189144952576196

16.2427059818771

vitality (Excitement)

Reese's: 16.2427059818771 | Best comp: 22.925335924106697 | Gap: -6.682629942229596

7.609649077176189

inspiration (Excitement)

Reese's: 7.609649077176189 | Best comp: 36.864995675681 | Gap: -29.25534659850481

14.7650430357429

tide me over until meal (Other)

Reese's: 14.7650430357429 | Best comp: 23.5273442512952 | Gap: -8.7623012155523

12.2186830887714

caring (Security)

Reese's: 12.2186830887714 | Best comp: 32.6826228983181 | Gap: -20.4639398095467

16.347398899281902

casual get together (Other)

Reese's: 16.347398899281902 | Best comp: 28.3822358667257 | Gap: -12.034836967443798

20.8175656703971

satisfy sweet craving (Other)

Reese's: 20.8175656703971 | Best comp: 21.3837030239171 | Gap: -0.5661373535199985

17.7607171860048

refuel (Other)

Reese's: 17.7607171860048 | Best comp: 41.59801320116 | Gap: -23.8372960151552

11.227289142546699

pride (Autonomy)

Reese's: 11.227289142546699 | Best comp: 38.1457576705429 | Gap: -26.9184685279962

11.4879052942781

on the go (Other)

Reese's: 11.4879052942781 | Best comp: 36.9589062107019 | Gap: -25.471000916423797

22.255648705124802

zest for life (Other)

Reese's: 22.255648705124802 | Best comp: 30.480687054127596 | Gap: -8.225038349002794

8.52775314159048

to celebrate (Other)

Reese's: 8.52775314159048 | Best comp: 46.804197589729505 | Gap: -38.276444448139024

19.558147326581

security (Security)

Reese's: 19.558147326581 | Best comp: 25.388233524855202 | Gap: -5.830086198274202

10.1637640849048

crunchy texture (Other)

Reese's: 10.1637640849048 | Best comp: 30.879687365059 | Gap: -20.7159232801542

11.575308790881

discipline (Discipline)

Reese's: 11.575308790881 | Best comp: 40.2927999794848 | Gap: -28.7174911886038

26.2263291339771

comfort (Enjoyment)

Reese's: 26.2263291339771 | Best comp: 27.448551267081 | Gap: -1.2222221331039016

13.038685453197099

courage (Adventure)

Reese's: 13.038685453197099 | Best comp: 25.1192106908219 | Gap: -12.080525237624803

10.4358498627019

for gifting (Other)

Reese's: 10.4358498627019 | Best comp: 58.124402539557096 | Gap: -47.688552676855196

13.1726975704343

simplicity (Discipline)

Reese's: 13.1726975704343 | Best comp: 37.7304828259467 | Gap: -24.5577852555124

19.087873329801

serve to guests (Other)

Reese's: 19.087873329801 | Best comp: 36.1396091583762 | Gap: -17.051735828575204

15.996226464695201

high quality (Other)

Reese's: 15.996226464695201 | Best comp: 57.007555651269506 | Gap: -41.0113291865743

16.6681713716533

enjoyment (Enjoyment)

Reese's: 16.6681713716533 | Best comp: 22.989138961913298 | Gap: -6.320967590259997

5.39772648985905

sophistication (Autonomy)

Reese's: 5.39772648985905 | Best comp: 72.6814252070143 | Gap: -67.28369871715525

18.503114681327602

freedom (Adventure)

Reese's: 18.503114681327602 | Best comp: 30.489763014327597 | Gap: -11.986648332999994

14.144155212499

impulsiveness (Adventure)

Reese's: 14.144155212499 | Best comp: 35.8780512852686 | Gap: -21.733896072769596

15.525885593986699

escape (Adventure)

Reese's: 15.525885593986699 | Best comp: 34.59943874552 | Gap: -19.073553151533297

7.2229433721028595

efficiency (Discipline)

Reese's: 7.2229433721028595 | Best comp: 25.885023253058996 | Gap: -18.662079880956135

17.928421279061

nutritious (Other)

Reese's: 17.928421279061 | Best comp: 31.8056152877676 | Gap: -13.877194008706603

Strong & Relevant Weak but Relevant Strong, less relevant

All Attributes — Reese's

Attribute ↕	Territory ↕	Reese's ↕	Best Comp.	Gap ↕
at work	Other	21.1500577804752	M&M's (36.2617717790248)	-15.111713998549597
looks appetizing	Other	25.747632487767603	Lindt (19.0703852721905)	+6.677247215577104
share with others	Other	24.240086760944802	M&M's (35.429231713521)	-11.189144952576196
vitality	Excitement	16.2427059818771	Lindt (22.925335924106697)	-6.682629942229596
inspiration	Excitement	7.609649077176189	Lindt (36.864995675681)	-29.25534659850481
tide me over until meal	Other	14.7650430357429	Snickers (23.5273442512952)	-8.7623012155523
caring	Security	12.2186830887714	Lindt (32.6826228983181)	-20.4639398095467
casual get together	Other	16.347398899281902	M&M's (28.3822358667257)	-12.034836967443798
satisfy sweet craving	Other	20.8175656703971	M&M's (21.3837030239171)	-0.5661373535199985
refuel	Other	17.7607171860048	Snickers (41.59801320116)	-23.8372960151552
pride	Autonomy	11.227289142546699	Lindt (38.1457576705429)	-26.9184685279962
on the go	Other	11.4879052942781	M&M's (36.9589062107019)	-25.471000916423797
zest for life	Other	22.255648705124802	Lindt (30.480687054127596)	-8.225038349002794
to celebrate	Other	8.52775314159048	Lindt (46.804197589729505)	-38.276444448139024
security	Security	19.558147326581	Hershey's (25.388233524855202)	-5.830086198274202
crunchy texture	Other	10.1637640849048	Snickers (30.879687365059)	-20.7159232801542
discipline	Discipline	11.575308790881	Lindt (40.2927999794848)	-28.7174911886038
comfort	Enjoyment	26.2263291339771	Hershey's (27.448551267081)	-1.2222221331039016
courage	Adventure	13.038685453197099	Snickers (25.1192106908219)	-12.080525237624803
for gifting	Other	10.4358498627019	Lindt (58.124402539557096)	-47.688552676855196
simplicity	Discipline	13.1726975704343	Hershey's (37.7304828259467)	-24.5577852555124
serve to guests	Other	19.087873329801	Lindt (36.1396091583762)	-17.051735828575204
high quality	Other	15.996226464695201	Lindt (57.007555651269506)	-41.0113291865743
enjoyment	Enjoyment	16.6681713716533	Lindt (22.989138961913298)	-6.320967590259997
sophistication	Autonomy	5.39772648985905	Lindt (72.6814252070143)	-67.28369871715525
freedom	Adventure	18.503114681327602	Hershey's (30.489763014327597)	-11.986648332999994
impulsiveness	Adventure	14.144155212499	M&M's (35.8780512852686)	-21.733896072769596
escape	Adventure	15.525885593986699	Lindt (34.59943874552)	-19.073553151533297
efficiency	Discipline	7.2229433721028595	Hershey's (25.885023253058996)	-18.662079880956135
nutritious	Other	17.928421279061	Snickers (31.8056152877676)	-13.877194008706603
routine	Discipline	20.2839064409267	M&M's (23.9673403573371)	-3.683433916410401
safety	Security	13.9171885174638	M&M's (29.358769580213302)	-15.441581062749503
recognition	Autonomy	12.82945865524	Lindt (31.728836844261)	-18.899378189021
sensuality	Enjoyment	8.50991890601048	Lindt (48.208886675268595)	-39.69896776925812
feel at home	Security	22.0221662870533	Hershey's (25.2627571327181)	-3.2405908456648014
sophisticated flavor	Other	10.8002452538457	Lindt (62.649918575338106)	-51.8496733214924
relieve stress	Other	21.5650116400914	Lindt (17.629885263244798)	+3.9351263768466005
rich taste	Other	11.2649612946819	Lindt (46.9545863802486)	-35.6896250855667
after meal dessert	Other	13.329895552247601	M&M's (26.208883761441896)	-12.878988209194295
closeness	Security	19.7186295981105	M&M's (23.3493471507733)	-3.6307175526628015
fun	Excitement	21.9229282199733	M&M's (26.4473260477724)	-4.524397827799099
for special occasion	Other	8.182900262244761	Lindt (61.77084034712001)	-53.58794008487524
performance	Autonomy	18.5257478304143	Snickers (21.5367897297381)	-3.0110418993238
me time	Other	20.7093034773848	Lindt (25.3132026395457)	-4.6038991621609
discovery	Adventure	12.817658561995199	Lindt (35.6914070605619)	-22.8737484985667
spoil myself	Enjoyment	17.3756055687124	Lindt (35.2363639576619)	-17.860758388949503
adventure	Adventure	14.9690632325819	Lindt (22.8969763119581)	-7.927913079376198
have a break	Other	21.0258455917676	Snickers (22.437735427989498)	-1.4118898362218992
great taste	Other	19.91628370404	Hershey's (24.329027573509503)	-4.412743869469502
control	Discipline	6.07916476435238	Lindt (31.6950955115248)	-25.61593074717242
energy boost	Other	11.9537213241257	Snickers (34.9292591974229)	-22.9755378732972
carefreeness	Enjoyment	26.7521048640333	Hershey's (28.5968452807362)	-1.8447404167029013
success	Autonomy	12.0213225966286	Lindt (37.7795322554276)	-25.758209658798997
reason	Discipline	12.438398985679001	Lindt (24.9655690881143)	-12.5271701024353
nourishment	Other	13.6338353531705	Snickers (25.7865973007714)	-12.1527619476009
excitement	Excitement	19.676372058769502	M&M's (22.8646818002)	-3.1883097414304977
improve concentration	Other	13.441607215176198	Hershey's (26.9860096525876)	-13.544402437411403
cheer me up	Other	18.0364545618552	M&M's (28.668386682681003)	-10.631932120825802
satisfy hunger	Other	23.3318806696552	Snickers (26.444180077405697)	-3.1122994077504984
enhance the moment	Other	25.271052802572402	Lindt (30.829442100799998)	-5.5583892982275955
perfection	Autonomy	19.2162178970352	Lindt (41.8098984487486)	-22.593680551713398
reward myself	Other	26.875695741697097	Lindt (22.6604720796848)	+4.215223662012296
stimulation	Excitement	24.7491745774524	M&M's (26.014373715841)	-1.2651991383885992
togetherness	Security	23.023004082218097	Lindt (23.746518543622898)	-0.7235144614048004
be sociable	Enjoyment	26.89451746968	M&M's (29.1550930164657)	-2.2605755467856987
relieve boredom	Other	13.31203740194	M&M's (39.6762455286743)	-26.3642081267343
creamy texture	Other	15.705074946888601	Hershey's (28.002437040977103)	-12.297362094088502
formal celebration	Other	9.89704552419333	Lindt (51.0240725488305)	-41.12702702463717
Aided Awareness	Other	90	M&M's (93)	-3
Brand Usage p4w	Other	61	Hershey's (56)	+5

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Source: BGO Show Case — US Chocolate (n=937). Implicit association scores (0–100). Data from DECODE Velocity.