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Published: March 1, 2018

The Brands and Innovation Committee (B&IC), which just completed its first term, is charged with the task of examining and analyzing the relationship between brands/trademarks and innovation. B&IC members play a key role in supporting the Association and its members achieve the new 2018-2012 Strategic Plan, particularly Strategic Direction 3, which relates to “Embracing Innovation and Change.”

Building on the strong foundation developed for this new committee in the last committee term, the committee will continue to focus on how brands may promote innovation and drive the economy, and how innovation impacts brands, brand owners, and trademark-related issues. In its second term, the committee has grown from 34 to 65 members from diverse backgrounds including several patent practitioners. The committee is charged with all these efforts under the leadership of Mladen Vukmir (Vukmir & Associates, Croatia) as Chair and Julia Talke (Lumileds Germany GmbH) assuming the role of Vice Chair.

To assist INTA in establishing a leading position in the field of brands and innovation, including producing recommendations for INTA policies and advocacy, as well as developing resources for INTA members to anticipate and respond to the impact of innovation on their brands, their companies, and their industries, the committee has organized itself into five subcommittees:

  • Technology Impact Monitoring Subcommittee: is tasked to study and monitor the impact of new generation technologies, including: blockchain; digital currencies; artificial intelligence; Internet of things; wearable technology; and virtual/augmented reality, and much more.
  • Consumer Impact Subcommittee: is tasked to study and monitor topics related to but not limited to brand integrity and brand fatigue; brand-consumer interactivity and brand-consumer sharing trends, and much more.
  • B&I Research and Policy Development Subcommittee: is tasked with developing helpful materials for INTA members, including a proposal for a study request on the topic of brands and innovation.
  • Programming and Communications Subcommittee: is tasked to develop programming and communications proposals around the topic of brands and innovation. Some subcommittee members from the previous and current terms are part of the project team members and will be speaking at the upcoming Brands and Innovation conference in March in New York City.
  • Stakeholder Outreach Subcommittee: reaches out to other entities to establish a dialogue. Such entities could include non-legal associations that focus more on technology development and protection, societies of industrial engineers, and much more.

To learn more about the work of this committee, contact B&IC staff liaison Sheila Francis.

Although every effort has been made to verify the accuracy of items in the INTA Bulletin, readers are urged to check independently on matters of specific concern or interest.

© 2018 International Trademark Association