Color as a source of brand differentiation: Can it be defended?

B. W. Keating, University of Wollongong
T. R. Coltman, University of Wollongong

Article comments

This article was originally published as Keating, BW and Coltman, TR, Color as a source of brand differentiation: Can it be defended?, Journal of the Academy of Marketing Science, 2009.

Abstract

Savvy marketers have long sought to exploit the psychological effects of color to differentiate their brands and create competitive advantage: IBM Blue, Coca- Cola Red, and BP Green. These are not new colors but well-known brand colors. While changes in international trademark law over the past decade paved the way for marketers to seek protection for a color associated with a brand, this case demonstrates some important challenges in defending such trademarks.