Consumer Based Brand Equity (CBBE) Pyramid
Salience
The breadth of brand awareness is strong as consumers consider Kit Kat as an option when making choices in varied product categories such as chocolates, snacks and biscuits.
The depth of brand awareness is moderately strong as the brand is not at the top of mind when consumers consider purchasing chocolates or snacks; Kit Kats target product categories. However, Kit Kat is comparatively strong in its strength and clarity with regards to category membership, placing among the top 5 brands that customers would recall in these categories.
The depth of brand awareness is moderately strong as the brand is not at the top of mind when consumers consider purchasing chocolates or snacks; Kit Kats target product categories. However, Kit Kat is comparatively strong in its strength and clarity with regards to category membership, placing among the top 5 brands that customers would recall in these categories.
Brand Performance
Performing consistently well across various benchmark categories, Kit Kat has a good brand performance rating.
Its standardized international recipe allows it to maintain a consistent taste and flavour across geographical markets. It has an above-average shelf life, having a “BEST BEFORE” period of 1 year. (Most milk chocolates have shelf lives of 6-8 months)
In terms of pricing, Kit Kat has performed outstandingly well, having not raised the “Real price” of a finger for over 100 years.
For the more health conscious, Kit Kat is one of the least calorie heavy chocolates. The recommended serving size of two fingers has a calorie count of only 90 kcal. (In comparison, a serving of Ferrero Rocher has 220 Kcal while M&M’s carry 250 Kcal.)
Its standardized international recipe allows it to maintain a consistent taste and flavour across geographical markets. It has an above-average shelf life, having a “BEST BEFORE” period of 1 year. (Most milk chocolates have shelf lives of 6-8 months)
In terms of pricing, Kit Kat has performed outstandingly well, having not raised the “Real price” of a finger for over 100 years.
For the more health conscious, Kit Kat is one of the least calorie heavy chocolates. The recommended serving size of two fingers has a calorie count of only 90 kcal. (In comparison, a serving of Ferrero Rocher has 220 Kcal while M&M’s carry 250 Kcal.)
Brand Imagery
The Kit Kat brand evokes two main types Its is one of those unique brands that delivers a message of being young at heart, and yet has an universal appeal. By keeping its price constant over the past 100 years, it has managed to be perceived as an affordable, “for everyone” brand.
With the help of its famous slogan “Have a break, Have a Kit Kat” and strong associated marketing, Kit Kat has wormed its way into consumers’ minds as a break time snack/chocolate. Today, men women and children of all ages automatically think Kit Kat, whenever they think about a break- time snack.
With the help of its famous slogan “Have a break, Have a Kit Kat” and strong associated marketing, Kit Kat has wormed its way into consumers’ minds as a break time snack/chocolate. Today, men women and children of all ages automatically think Kit Kat, whenever they think about a break- time snack.
Brand Judgement
Kit Kat is a well-loved brand with consumers judging it to deliver good quality at affordable prices. Its youthful vibes and strong associations with taking a break, make it relevant to consumers living fast-lives in a constantly changing world. Its rich history and long lasting legacy have helped it become perceived as a superior brand than its immediate competitors.
Brand Feelings
Having grown up with the brand, and possessing strong memories associated with it, most consumers have positive feelings about Kit Kat. They think of Kit Kat as a fun, youthful brand that can lighten up their day. It’s a brand that evokes feelings of laid-backness, of taking a step away from the demands of everyday life.
Brand Perception
As a brand, Kit Kat strongly resonates with consumers. Consumers grow up eating Kit Kat, associating many of their cherished childhood memories with the brand. Repeat Purchases of Kit Kat helps them re-visit these memories and evokes strong feeling of warmth, youthfulness and comfort in them.
As a confectionary product, Kit Kat has a unique taste and comes in an attractive packaging that make it a strong candidate for repeat purchases. Consumers have often spoken of feelings of Kit Kat mania: the craving for a Kit Kat immediately after eating one.
As a confectionary product, Kit Kat has a unique taste and comes in an attractive packaging that make it a strong candidate for repeat purchases. Consumers have often spoken of feelings of Kit Kat mania: the craving for a Kit Kat immediately after eating one.