This document analyzes the KitKat brand using the CBBE model. It summarizes that: 1) KitKat has extremely high brand recognition but lacks top-of-mind awareness, though it is within the top 5 recalled brands. 2) The target audience is seen as children/teens needing energy or adults looking for a break. 3) KitKat has created a strong association with the idea of taking a break and is perceived as an affordable, everyday treat that promotes sharing with others.