Session 4—Brand Restrictions: A View from Gen Zers and Millennials

September 23, 2021 | 10:15 am-10:45 am EDT

In recent years we have seen an increase in legislation from around the world imposing restrictions on the use of brands—from plain packaging to highly standardized packaging to restrictions on the use of brands and branding elements. These restrictions present a risk to brand use and growth. But how effective are these restrictions at achieving their intended purpose? How are they perceived by consumers? And what impact do they have on consumer trust and brand loyalty?

Listen in as we hear about the results of INTA’s Brand Restrictions Study and discover the perceptions and misperceptions brand restrictions engender in consumers, how they impact consumer trust and loyalty, and the negative economic impact of such restrictions.

And find out why giving consumers the information they need to evaluate a product and make the best choice for them, and their families will better serve consumers and society in the long run.

• Interviewer: Etienne Sanz de Acedo, CEO, International Trademark Association (USA)
• Interviewee: Sergio Barragan, Sr. Legal Director. Trademark Counsel Latin America, PepsiCo, Inc. (Mexico)

This session may be eligible for CLE credits, pending state approval.