On May 21, 2026, World Trademark Review quoted Andrew Price on the International Trademark Association’s (INTA) planned rebrand.
According to the article, INTA is considering a major strategic transformation that would expand its traditional trademark focus to encompass a broader range of IP issues, including copyright, patents, AI, and brand protection strategy. The initiative, which could culminate in a new identity by 2028, has sparked discussion throughout the IP community about the organization’s future direction and its evolution beyond trademarks into related areas of intellectual property and brand protection.
Price explained that the shift reflects the increasingly interconnected nature of modern IP practice and the growing role brands play at the center of corporate IP strategy. “There is an expansive ecosystem of brand-related IP beyond trademarks alone – including design patents tied to trade dress or product configuration; copyright interests in logos and brand-related content; and the growing overlap of brands and AI,” said Price.
Drawing on his experience attending more than 25 INTA Annual Meetings, Price also observed how the organization’s membership and programming have evolved over time. “Having attended more than 25 INTA Annual Meetings, I have seen increasing attendance by copyright lawyers, patent lawyers, and chief IP counsel alongside traditional trademark practitioners,” Price added. “For those IP lawyers who might feel like outsiders, INTA appears to be building a bigger tent and welcoming them inside.”
Further, Price noted that INTA’s proposed evolution reflects broader changes across the IP industry, where brands increasingly serve as the intersection point for multiple disciplines. “INTA clearly recognizes that brands are no longer a niche corner of IP – they increasingly sit at the center of an organization’s IP strategy,” Price stated. “The association seems intent on building around that reality by expanding its universe while maintaining its trademark-leaning core. Trademarks used to be a niche within IP, but today brands are where all IP intersects, and everyone wants a piece of the action.”