Article http://www.theguardian.com/business/2012/oct/02/cadbury-purple-legal-victory-trademark

All marketing strategy boils down to a common goal- to make people remember their brand.

source: http://www.bitterwallet.com/wp-content/uploads/2010/04/cadbury.jpg

WATCH: watch?v=TVblWq3tDwY (Eyebrows commercial)

Cadbury was successful in differentiating themselves among competitors by customising their  purple brand colour. The impression and perception of the general public is extremely important, as it directly affects the positioning of the brand. Citing the example of 7 Eleven, people get to recognise the convenient store at first glance once they see the iconic ‘7’ in a green and orange square. Similarly, when children see a chocolate package coloured in royal purple, I bet they immediately link to Cadbury.

What’s more is the purple colour packaging of this British candy brought another common problem in marketing industry- the exclusive right of using specific colours, is it too vague for a company to own the trademark? Is it fair to new developed companies where they have more restrictions or choices?

source: http://1.bp.blogspot.com/-P7wuBHc7bAw/TesKsgEK0nI/AAAAAAAAARU/dA48_YbVle8/s1600/Cadbury-Nestle.png

Addressing the first issue, Cadbury’s rival Nestle had challenged the trademark was just too vague. I partly agree with the standpoint of Nestle due to broad elaboration of a trademark, perhaps the level of clarity, precision is not sufficient for any registration of exclusive ownership. Therefore if it happens that companies would like to fight for any exclusive rights on vague trademark elements, a quantified standard should be initiated to maximise the right and fairness among companies.