to achieve telecom for example for many years it was part of the ga past which sports yellow alexandra engelhard does brand management for deutsche telekom it was spun off when the state monopoly was privatized in 1996 the telecoms company then switched to magenta. telecom made a point of distinguishing itself from deutsche post and its characteristic yellow. name to find a color that worked for it in its own right at the company's ads featuring lots of magenta the hue is now central to the brand around the world it has registered trademarks for the color with respect to certain product groups in many countries if a competitor tries to use magenta telecom's lawyers go after it. that's placed we have to defend our right to the color if we hear of any firm using it in a product group for which we have registered our trademarks we tell it to stop. if it doesn't comply it'll be a matter for the courts. and the half a. competitor mobile com for example dared to use the color and last 20 of the come sued trademark holders taken fractions seriously. when he's pushed into 5th manages to establish an ass