Case study presentation for kitkat what are the barriers to the brands standardizing its brand and packaging.
Kitkat is undertaking its biggest wrapper redesign since the brand came to market almost 80 years ago, changing the logo on more than 100.
Nestlé, which has global production rights to kit kat bars with the exception of the united states, applied in 2002 to trademark the shape of the. Five years after manufacturer's initial bid, european court of justice lawyer says attempt to trademark bar's distinctive shape does not comply.
Court of appeal judges in london have stuck two fingers up to nestle's attempts to trademark the shape of its famous four-fingered kitkat bar.
A nestle logo is pictured on kitkat chocolate bars, during the nine month sale the specific hue of purple that runs across all its branding.
What is the effect of european integration on the marketing of kit kat what are the barriers to the brand's standardization across europe should the company.