Abstract
As a marketing tool, color attracts consumers and can shape perceptions. Through color, a brand can establish an effective visual identity, form strong relationships with a target market, and position itself among competitors in the marketplace, as the classic case of Coca-Cola versus Pepsi illustrates. Furthermore, the importance of color for marketing is changing as consumers who were once surrounded by a drab world of single color choices, one-color logos, and isomorphic product colors, now have access to multiple colored versions of products and unique color choices, enabled by technological advances and lowered costs of color manufacturing.
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© 2015 Academy of Marketing Science
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Labrecque, L.I. (2015). Competent Blue and Sophisticated Purple: Examining the Relationship Between Color and Brand Personality. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_294
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DOI: https://doi.org/10.1007/978-3-319-10873-5_294
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