Trademark News & Screw-ups Hey! Those are our colors! JLG Industries accusing Chinese competitor of trademark infringement

For some brands, color is the most recognizable feature. The color creates an instant mental link to a particular product or a service. And it's never really about owning the color itself. It's about owning that mental link that you have established between the color and your products and services. No wonder JLG is upset. If someone else can use the same color combination with impunity, that mental link is gone. And that is something that no brand can afford.

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