A brand and a country-of-origin have a positive correlation, as they influence consumers’ brand evaluation, perceptions, purchasing behaviour and brand equity (Mohd Yasin et al. 2007). Therefore, they can offer brands another dimension to consider in their marketing strategies, and create competitive advantages in the industry. A number of studies emphasise the positive association of country-oforigin in marketing strategy for certain industries; for example, fashion and perfume (Bilkey and Nes 1982), luxury products and accessories (Godey et al. 2012; Aiello et al. 2009), cosmetics (Ramli 2015), automobile (Häubl 1996), chocolate (Camgöz and Ertem 2007; Ozretic-Dosen et al. 2007), and alcoholic beverages (Lopes 2007). These studies can provide a better understanding in creating a favourable brand image. In contrast, country-of-origin often leads to an unsuccessful association of product images and quality (Kabadayi and Lerman 2011; Lotz and Hu 2001). However, these positive and negative perceptions of brands and a particular industry or product may change over time due to innovation, technological advancements, personal lifestyle or the evolution of marketing strategies and techniques (Poh Chuin and Mohamad 2012), as well as changes in society and environment, founders philosophy, company mission and vision (Ramli 2017). From a consumer perspective, marketing strategy is significant to promote the products, particularly the brand, and introduce its new extension. From the competitor perspective, marketing strategy apparently creates competitive advantage in both the local market and global industry. Therefore, marketing strategy (encompassing branding, marketing mix, and other strategies under this marketing strategy umbrella) is a mediator between the firm that introduces a brand or a product, the consumers, and their competitors (Olson and Mitchell 2000; Stewart 1997). Consequently, marketing strategy illustrates brand reliance, in order to position themselves in a particular market and industry, and target consumers. This paper reviews the marketing strategy from selected European chocolate brands as the key evidence for the European chocolate industry in positioning their brands outside Europe, and the extent of their role in the chocolate industry, which opens door to future marketing research. Many researches have observed the food industry as one with longevity, alongside the alcohol and beverages industry (Lehu 2004; Lopes 2002). Many of the top global brands in the food industry, such as ketchup, chocolates, instant noodles, tin-canned foods, taste enhancers, instant soups, pastries and bakeries, cereals, sauces, and cheeses, which are well known in today’s world, originate in diverse countries. The successes behind their brand names have gone through various timelines and have varying historical backgrounds.