Don’t you feel that somehow this New Moon Essence of Chicken looks kinda similar to a competitor product? Has the same tone of green. New Moon also uses a gradient in their bus stop advertisements. That lime-green to darker-green gradient can also be found on a logo of a rival product.

New Moon Essence of Chicken

I think they can do better in -ahem- product differentiation.

On a totally unrelated note, here is what Michael Porter have to say about product differentiation. He elaborates well:

Brand identification creates a barrier by forcing entrants to spend heavily to overcome customer loyalty. Advertising, customer service, being first in the industry, and product differences are among the factors fostering brand identification. It is perhaps the most important entry barrier in soft drinks, over-the-counter drugs, cosmetics, investment banking, and public accounting. To create high fences around their businesses, brewers couple brand identification with economics of scale in production, distribution, and marketing. (Source: Harvard Business Review)

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So by creating a product that has similar colors, you can increase familiarity and tap on your competitors’ customers. Whether that is legal or not is debatable. But it works. Use similar colors and, if lucky, your competitor’s customers may even buy your product accidentally. Coupled with more competitive pricing and a bit of chance, consumers may just switch over if you can deliver something of comparable quality.

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