35-36). For G and B brand image has been and still is a necessary step to build brand equity. One of the widely accepted definitions was created by Keller (1998, p. 92), which defines brand image as the "perception about a brand reflected as associations existing in the memory of the consumer (Martnez, Pina, 2003, p. 433). Or, it refers to the set of beliefs consumers hold about a particular brand (Kotler et al., 1996, p. 293), reflected by brand associations (Keller, 1998, p. 93).
Consumption phenomena illustrates how our everyday lives are intertwined with shopping malls, Internet access, cars, market researchers, neon proclamations and fast-food litter. The phenomena dominates our material and retail instincts. The "ugly" part of this consumerism is the degradation on a planetary scale causing issues like e global warming, water pollution, deforestation and loss of bio-diversity. The relevant evil here is the excessive materialism that detracts from the true meaning of life and stresses on individualism desire and narcissistic tendencies. On the bright side the notion of consumption generates socio-economic cohesion alongwith the cultural platform for enhancing existential possibilities for individuals and groups. The global economy needs this consumerism as a necessary evil paradoxically a paradigm of creation and destruction (MacGillivray, Alex. 2000). The middle way out is to reconcile this with the rise of the green movement to achieved a trend towards sustainable and responsible consumption.
So in the GB in general and Fair trade chocolate in particular is one of the incidents of this green consumerism which can be classified as a 'person and planet' movement because it focuses primarily on creating a health and well-being platform for individuals, producers and environments (Littrell, Mary A. and Marsha A. Dickson. 1999, Shaw, Deirdre and Ian Clarke. 1999). This form of Ethical consumerism will cover the 'green' concerns to form this perspective (MacGillivray, Alex. 2000).
It is worth looking at the target consumer base which needs to arise from such fair-trade based brand imaging. The targeted consumer here for G and B is the Ethical consumer. The purchasing patterns of the ethical consumer are felt to be reflecting his feelings towards the good of the society over all through this buying behaviour (Ulrich, Peter and Charles Sarasin. 1995). The preference for Fair Trade products particularly chocolate has become a new trend with in the corporate world where consumers can express their concern about the ethical behaviour of companies by means of ethical buying and consumer behaviour. According to Doane (2001) ethical consumption is
"the purchase of a product that concerns a certain ethical issue (human rights, labor conditions, animal well-being, environment) and is chosen freely by an individual consumer."
So marketers have turned to utilizing this form of ethical consumption has involved environmentally friendly products, fair-trade products, the use of green products or organic food. The consumers will thus be reflecting their