Document Type
Journal Article
RIS ID
23202
Citation
Keating, Byron and Coltman, Tim, 2009, Color as a Source of Brand Differentiation: Can it be Defended?, Journal of the Academy of Marketing Science, 36.
http://ro.uow.edu.au/era/875
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.
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