International Trademark Association Unveils 2026–2029 Strategic Plan to Transform the IP Community Amid Evolving Global Landscape

New York, New York—May 18, 2025—The International Trademark Association (INTA) today announced its 2026–2029 Strategic Plan. The new Plan was thoughtfully designed to enhance the Association’s role as a trusted and influential advocate for the economic and social value of brands, and to arm brand owners and intellectual property (IP) professionals with the tools needed to navigate today’s rapidly transforming business and legal landscape.

INTA CEO Etienne Sanz de Acedo unveiled the Strategic Plan during the Opening Ceremonies of the Association’s 2025 Annual Meeting, which is taking place this week in San Diego, California. The Plan features a refined mission statement and three comprehensive strategic directions that will guide all Association activities and initiatives over the next four years, beginning January 2026.

“In today’s rapidly evolving digital economy, the role of IP has never been more critical. This Strategic Plan doesn’t just respond to change—it anticipates tomorrow’s challenges while providing INTA with a clear framework to advance IP and support brands, so that they can thrive in an increasingly complex global marketplace,” said Mr. Sanz de Acedo. “By championing the economic and social value of IP, we’re positioning our members to lead rather than simply adapt to the shifting landscapes of technology transformation, socio-economic trends, and evolving consumer expectations.”

The updated mission statement emphasizes INTA’s dedication to demonstrating how IP rights contribute to positive global development: “The International Trademark Association (INTA) is a global association of brand owners and intellectual property (IP) professionals committed to elevating the understanding of and respect for IP rights to foster consumer trust, economic growth, and societal transformation.”

Notably “brand owners and professionals” (in the 2022–2025 Strategic Plan) has changed to “brand owners and IP professionals.” This evolution reflects a holistic approach to IP to support practitioners’ expanding roles and responsibilities, while allowing INTA to remain anchored to brand owners as its core constituents.

The 2026–2029 Strategic Plan was developed through a robust process involving INTA’s Planning Committee, the Board of Directors, and diverse IP and non-IP stakeholders. This inclusive approach allowed the Association to obtain feedback from brand, financial, and policy experts beyond the traditional IP sector, bringing fresh perspectives on the role of brands, IP, and INTA in society.

“The development of this Strategic Plan represents a truly collaborative effort,” said INTA President Elisabeth Stewart Bradley (Bristol Myers Squibb Company, USA). “Through extensive consultation with diverse stakeholders both within and outside the IP community, we’ve created a roadmap that anticipates the challenges our Association and members will face in the coming years. We recognize that geopolitical shifts, technological advancements, and evolving consumer expectations are fundamentally changing how IP professionals work, and this Plan enables us to equip our members globally to not just survive but thrive amidst these changes.”

The Plan is built on three strategic directions that reflect INTA’s three overarching priorities:

1. To be influential and advance its core mission;
2. To support its members; and
3. To make a positive impact on the IP community.

Strategic Direction I, “Champion the Value of IP in Support of Brands and Consumers,” positions INTA as a global advocate for the value of IP to governments, policymakers, implementing authorities, consumers, and businesses of all sizes. It focuses on advocating for harmonization of IP protection, defending and enforcing IP rights, promoting the economic impact of IP, and embracing technological transformation and social change.

Strategic Direction II, “Drive the Advancement of Members and the Association,” focuses on guiding and empowering members to successfully navigate complex dynamics such as globalization, geopolitics, and evolving technologies. It also aims to transform the member experience through innovative services and to build “the INTA of the Future” to enhance the Association’s influence, agility, and readiness.

Strategic Direction III, “Be a Responsible Corporate Citizen Within the IP Community,” commits INTA to model responsible corporate behavior by leveraging its influence and resources to create a positive impact on the IP community. Key focus areas include upholding principles of belonging and inclusion; promoting environmental, social, and governance (ESG) best practices; and communicating the value of IP to the public.

INTA President Elect Deborah Hampton (The Chemours Company, USA), who will assume the Association presidency in January 2026, added: “INTA is a member-driven organization and, as we look toward implementation of this Strategic Plan, our focus will be on translating these visionary goals into actionable objectives for the Association’s various committees and into tangible benefits for our members.”

“I’m also excited to continue evolving our Association under the new Strategic Plan,” added Mr. Sanz de Acedo. “The concept of ‘Building the INTA of the Future’ isn’t just aspirational—it’s our commitment to ensuring this organization remains a relevant, influential, and forward-looking Association that delivers exceptional value to the global IP community.”

Download and read INTA’s 2026-2029 Strategic Plan.

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About the International Trademark Association  
The International Trademark Association (INTA) is a global association of brand owners and professionals dedicated to supporting trademarks and complementary intellectual property (IP) to foster consumer trust, economic growth, and innovation, and committed to building a better society through brands. Members include more than 6,700 organizations, representing more than 37,000 individuals (trademark owners, professionals, and academics) from 181 countries, who benefit from the Association’s global trademark resources, policy development, education and training, and international network. Founded in 1878, INTA is headquartered in New York City, with offices in Beijing, Brussels, Santiago, Singapore, and the Washington, D.C., Metro Area, and representatives in Amman, Nairobi, and New Delhi. For more information, visit inta.org.

Media Contact: 
Tracey Eyers
International Trademark Association
Senior Strategist, Communications
[email protected]