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International Trademark Association’s 2018-2021 Strategic Plan Positions the Organization to Effectively Foster Consumer Trust, Economic Growth, and Innovation

At the start of the new year, the International Trademark Association (INTA) will implement its 2018-2021 Strategic Plan. Fulfilling INTA’s role as a trusted and influential advocate for the economic and social value of brands, the Strategic Plan focuses on three directions that will serve to guide the Association’s activities and engagements over the next four years. INTA will (1) Promote the Value of Trademarks and Brands; (2) Reinforce Consumer Trust; and (3) Embrace Innovation and Change.

“The new strategic plan is bold and ambitious,” said INTA CEO Etienne Sanz de Acedo. “We accomplished what we set out to do in 2014 through 2017 thanks to the dedication and hard work of our talented members and staff, and I have complete confidence in our ability to realize the objectives of this new plan.”

Overall, Mr. Sanz de Acedo said, “We will remain focused on our core mission to protect trademarks and harmonize trademark laws, and we will continue advocating for effective enforcement mechanisms around the world. At the same time, we realize that the relationship between brands and consumers has evolved. To this end, we will increase our commitment to providing safety and security for consumers, and promoting the important role of trademarks and brands in the global economy as drivers of innovation and competition for the benefit of consumers, workers, brand owners, and society at large.”

2018 INTA President Tish Berard said INTA will work with the global IP community and others, including brand owners, governments, and consumer groups, to implement the plan. “This plan seeks to be inclusive and provide opportunities for collaboration and dialogue as we support the growth of brands while protecting and enhancing consumer engagement with brands,” she said.

At the start of the plan, among the projects that INTA will undertake in 2018 are the development of a new website, the implementation of a robust digital strategy for the Unreal Campaign to engage teens, and the creation of a brand value strategy that will help trademark and IP professionals demonstrate the value of brands and the impact of their own work on brand value.

INTA leadership presented the Strategic Plan and its corresponding Implementation Plan to members at the INTA Leadership Meeting in Washington, D.C., last month, following the Board of Directors’ approval of the Strategic Plan in March. A video recording of the presentation is available online here.

About the International Trademark Association (INTA)
The International Trademark Association (INTA) is the global association of trademark owners and professionals dedicated to supporting trademarks and related IP in order to protect consumers and to promote fair and effective commerce. Members include more than 7,000 trademark owners, professionals, and academics from more than 190 countries who benefit from the Association’s global trademark resources, policy development, education, training, and international network. Founded in 1878, INTA is headquartered in New York City, with offices in Brussels, Santiago, Shanghai, Singapore, and Washington, D.C., and representatives in Geneva and New Delhi. For more information, please visit

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