Kitkat's co-branding strategy and maintaining brand identity in the dynamic food industry

Abstract

This research sought to explore the mechanisms and strategies employed by KitKat in safeguarding its robust brand identity, primarily when engaged in co-branding ventures within the ever-evolving food industry. The interview was developed to complete the research using an open-ended interview question with key stakeholders and a comprehensive analysis of the 'Made with KitKat' campaign; several determinants of KitKat's branding success were identified. At the end of the research, the result shows the three elements: 1. The consistent use of the brand's logo, messaging, and colors; 2. Consistent visual elements, engaging digital communication narratives; 3. Stringent quality control emerged as the primary pillar. Several recommendations to the company to further amplify KitKat's brand resonance and recognition are put forth. Embracing partnerships across varied sectors like lifestyle and fashion, strengthening digital marketing and influencer collaborations, harnessing consumer data analytics, and focusing on in-store visibility and continuous product innovation are proposed. These strategies, when implemented, can enhance KitKat's brand identity, ensuring it remains a global favorite amidst shifting market dynamics.