Colour Confusion: Estimating Shade Distinctinctiveness

Applications to register colours as trademarks often use survey evidence to demonstrate a distinctive association between a colour and a brand. However, the results are often heavily criticised. This study used Cadbury’s application to register the colour purple to compare three methods of testing brand-colour distinctiveness, including a traditional approach and two novel approaches involving a colour wheel and a choice modelling experiment. All three methods revealed strong associations between Cadbury and purple, but the new methods are potentially more robust and less susceptible to challenge than traditional approaches.



Citation:

Janet Hoek and Phil Gendall (2006) ,"Colour Confusion: Estimating Shade Distinctinctiveness", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 252-257.

Authors

Janet Hoek, Massey University, New Zealand
Phil Gendall, Massey University, New Zealand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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