Question

Some colour combinations for packages become so well known that marketers have successfully sought legal protection for their right to exclusive use, e.g., Eastman Kodak for its yellow, black, and red film packages. This colour combination becomes known as the company's:

A) patent.
B) copyright.
C) colour code.
D) trade dress.

Answer 1

Eastman Kodak's yellow, black, and red film packages are known as the company's 'trade dress', which is a type of intellectual property protection that relates to the visual appearance of a product or packaging.

Step-by-step explanation:

The color combination used by Eastman Kodak for its yellow, black, and red film packages is known as the company's trade dress. Trade dress is a legal term referring to the visual appearance of a product or its packaging that signifies the source of the product to consumers. This is a form of intellectual property protection that sits alongside patents, trademarks, copyrights, and trade secrets to safeguard a brand's identity and prevent confusion in the marketplace. For instance, when consumers see a yellow, black, and red film package, they can immediately recognize it as a Kodak product.

This kind of brand association is so valuable that companies actively seek legal measures to protect their unique trade dress against use by others. It is an integral part of a company's branding strategy and covered under various intellectual property laws around the world.