Presented by the 2026-2027 Academic Committee

In December 2025, INTA adopted an updated, non‑binding framework on the protection of well‑known marks, raising fundamental questions about notoriety, use, and territoriality in trademark law. This year’s Professors Panel will examine whether these developments signal a meaningful turning point in trademark doctrine. Panelists will explore whether traditional territorial approaches can withstand global commerce and digital reputation, whether consumer recognition should outweigh physical market presence, and how soft‑law initiatives—such as INTA’s framework—may influence courts, legislators, and policymakers. Drawing on comparative perspectives and academic research, the discussion will challenge long‑standing assumptions and consider how trademark systems may evolve in an increasingly interconnected marketplace.