Brand Knowledge
Kit Kat's Word Association
The word association map above shows the many strengths that Kit Kat has in terms of brand awareness and brand image. By thinking back to our own experiences, as well as those of our friends and family, as consumers of Kit Kat, we compiled a list of words that come to our minds when we think of ‘Kit Kat’.
Of the two largest words, the term ‘Chocolate’ is quite common among word associations to confectionary items, but when it is paired with the term ‘Break’, there is a unique link created towards Kit Kat. Among the rest of the words associated, some are common to any type of chocolate. These are words such as, ‘milk-chocolate’, ‘sweet’, ‘white-chocolate’, and ‘convenient’. However, words such as ‘fingers’, ‘chunky’, ‘quirky’, and ‘crunchy’ are particularly unique to the Kit Kat brand.
All of these go to show that the Kit Kat brand has a very unique identity in comparison to other chocolate and confectionary brands. Thus, Kit Kat has a very distinctive selling point that allows it to be one of the leading brands in its category.
Of the two largest words, the term ‘Chocolate’ is quite common among word associations to confectionary items, but when it is paired with the term ‘Break’, there is a unique link created towards Kit Kat. Among the rest of the words associated, some are common to any type of chocolate. These are words such as, ‘milk-chocolate’, ‘sweet’, ‘white-chocolate’, and ‘convenient’. However, words such as ‘fingers’, ‘chunky’, ‘quirky’, and ‘crunchy’ are particularly unique to the Kit Kat brand.
All of these go to show that the Kit Kat brand has a very unique identity in comparison to other chocolate and confectionary brands. Thus, Kit Kat has a very distinctive selling point that allows it to be one of the leading brands in its category.