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MOUNTAIN VIEW, CA -- (Marketwire) -- 12/12/12 -- NetBase, the Enterprise Social Intelligence (ESI) Platform company, today announced the latest Brand Passion Index, an analysis of consumer conversations online about five gift basket brands. Powered by the Insight Composer, the Index measured the behaviors, emotions and opinions about these popular holiday gift basket brands: Edible Arrangements, Gifttree.com, Wine.com, Harry & David, and Hickory Farms.

While online consumers chatted most about Edible Arrangements and its signature fruit and chocolate bouquets, they expressed the most love for Gifttree.com's gourmet gift baskets, followed closely by the wide selection at Wine.com. Edible Arrangements generated 56 percent of the total gift basket buzz, but ranked the second lowest Net Sentiment, with a (still very high) score of 81, and the lowest Passion Intensity of the group at 72. Conversations about the brand revealed that while online consumers love and rave about the chocolate-covered strawberries, they also complain about the high prices.

Gifttree.com generated a Net Sentiment of 95 and a Passion Intensity of 100, even with less than 1 percent of the overall market chatter. Customers extolled online about the quality of the customer service and the gift baskets. Close behind Gifttree.com was Wine.com, with a Net Sentiment of 87 and a Passion Intensity of 100. Social media users love the personalization imparted by Wine.com with its service and gift baskets.

Read what consumers are saying about Edible Arrangements:

Edible arrangements makes the best chocolate covered strawberries in the galaxy

i dont understand why edible arrangements are soooooo expensive. its fruit.

Read what consumers are saying about Gifttree.com:

I've had the BEST customer service experience with Gift Trees!

I love your gift tree and the little purse sentiments, those are gorgeous and elegant indeed! What a beautiful array of ribbon too.

Read what consumers are saying about Wine.com:

Wine.com has an impressive understanding of its consumers

There is usually no one there to help me with my selection in the store. That is why I am so excited about wine.com. At wine.com you will be able to order wine gift baskets that are already perfectly filled.

Each month, the Brand Passion Index (BPI) analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog. Register for our next Demo Day about holiday gifts here.

About NetBase
NetBase, the C2B Company, delivers the enterprise social intelligence platform that global enterprises use to monitor, understand, and engage with customers in real time. Using a high-precision natural language processing (NLP) engine combined with text analytics and machine learning, our platform processes billions of social media posts to extract structured insights delivered via customizable dashboards. Our solutions enable marketing, public relations, market research, customer service, sales, and product innovation leaders to craft winning strategies faster. Clients include Coca-Cola, Kraft, HP GfK and J. D. Power & Associates. NetBase powers the weekly Sentiment Tracker in the Wall Street Journal and our solutions are sold globally by SAP AG. For more information, visit www.netbase.com, @NetBase, on Facebook page, LinkedIn, or YouTube.

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