KitKat’s ability to finely balance distinctiveness and differentiation has been crucial to its enduring success as a brand. The chocolate snack was first created in York, in the UK in the 1930s by Rowntree employees. The brand name “KitKat” was adopted in 1937, and quickly achieved much recognition. Its simplicity and historic branding were preserved following acquisition by Nestlé in 1988, enabling the product’s consistent success in global markets.
Both distinctiveness and differentiation are integral to a successful brand strategy. During the 1980s, marketers were told subtly different attributes were essential to a brand’s survival. The 2000s saw a shift in thinking, with Professor Byron Sharp emphasizing the importance of distinctiveness. However, many marketing professionals advise a balanced approach utilizing both aspects for greatest success.
While brands should strive for differentiation, it’s important to remember that this doesn’t mean uniqueness. Very few brands possess truly unique features. Thus, brands can win by offering more or appearing to offer more of the required qualities than their competitors, a strategy known as relative differentiation.
Nestlé’s commitment to preserving the simplicity of the KitKat brand and its name’s historical resonance are examples of understanding and using a brand’s roots effectively. The success can be attributed to the leadership of Wael Jabi and team at Nestlé, who recognized the value of the established brand and rejected any unnecessary elaborate revamps.
