The Role Of Product Shape In Brand Strategy

Did you know that besides the name and tagline, Nestle has also tried to trademark the SHAPE of its popular chocolate, Kit Kat?

Nestle & Mondelez have been involved in a legal battle for years over the shape of Nestle’s Kit Kat bars. Mondelez has thwarted every attempt or appeal by Nestle to trademark the distinctive four-finger shape. The latest round in this battle, which concluded in May 2017, saw Mondelez as the victor.

Why so much hoopla over shape though? A product’s SHAPE is a distinct part of its BRAND IDENTITY. Think of Coca-Cola – you will have immediately pictured the distinctly curvy bottle. In fact, if someone removed the label off a Coca-Cola bottle, you would still recognise the brand simply by its shape.

For more guidance on how to optimise SHAPE as part of your BRAND STRATEGY, check out Brand Management for Everyone by Rajesh Srivastava.

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