For snacking, pick any premium brand that suits your fancy, but for baking, Nestle chips works best. Considering other flavors are added to the baked product, the premium chocolate flavor is masked and may not be worth the extra expense.
And just because a brand of chocolate is commonly found in the baking isle of any supermarket, it doesn't mean it's not a quality product. I've found several "European import" brands that were fairly expensive. A couple of them ended up in the trash they were so bad!
"Food is our common ground, a universal experience." - James Beard