Color as a source of brand differentiation: Can it be defended?Faculty of Informatics - Papers (Archive)
AbstractSavvy 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.
Citation InformationByron W Keating and T. R. Coltman. "Color as a source of brand differentiation: Can it be defended?" (2009)
Available at: http://works.bepress.com/bkeating/6/