Nestle have been trying for years to register the 4-finger shape of their KitKat bar as a trademark. Cadbury have opposed them at every step and now (after recently failing to register the colour purple themselves for chocolate), it looks like Cadbury have finally prevailed. One of the factors in the decision was the existence of a 4-finger Norwegian bar since 1937 which just goes to show: it's not enough if a majority of people associate a sign or shape with one company if sizeable minority do not.