Godiva was founded about 75 years ago in the heart of Belgium. As anyone who has spent time in Brussels knows, Belgians understand a thing or two about good eating and good drinking.

From the beginning, Godiva -- named for the legendary Lady Godiva of medieval England -- has been keenly aware of the value of a brand, and a visit to www.Godiva.com reveals those concerns. The attention to detail and the search for perfection transpires from every feature.

The American online shop is state-of-the-art e-commerce: fast and easy to use. It captures Godiva's texture and color palette, comprising black with golden accents. "My Godiva" even allows absent-minded visitors to enter gift reminders, which are email alerts that will be sent to you just prior of that relationship-critical anniversary or birthday (thank you, Godiva). Nevertheless, if you goofed and missed the date, consider Godiva Express Shopping (and express delivery) or send your belated apologies with a mouth-watering e-card.

Stuck in traffic (the simplest excuses are indeed the best)? Not an issue, since Godiva Chocolatier also offers wireless, online shopping from your Palm PDA or web-enabled phone. Hats off to Godiva, which beyond chocolate-making demonstrates a 75-year experience in relationship management.

Godiva is a successful example of 360-degree branding, reconciling its products and advertising as well as retail, catalog, and web channels with a unique, focused positioning.

The site is packed with business-smart features, and never misses an opportunity to remind you that, "Service at Godiva begins from the moment you place your order." This is an understatement: Godiva's quality service actually starts with the pleasant browsing experience on its site.