On May 18, 2025, the International Trademark Association (INTA) announced its "2026-2029 Strategic Plan." The new plan was thoughtfully designed by the association to strengthen its role as a trusted and influential advocate for the economic and social value of brands, and to provide brand owners and intellectual property professionals with the tools needed to navigate today's rapidly changing business and legal environment.

The association's Chief Executive Officer, Etienne Sanz de Acedo, unveiled the strategic plan at the opening ceremony of INTA's 2025 Annual Meeting held in San Diego, California. The plan includes a revised mission statement and three comprehensive strategic directions that will guide all of the association's activities and programs for the next four years starting from January 2026.

Acedo noted: "In today's rapidly evolving digital economy, the role of intellectual property has never been more important. This strategic plan is not only about responding to change but anticipating future challenges, while providing the association with a clear framework to advance intellectual property and support brands so they can thrive in an increasingly complex global marketplace. By supporting the economic and social value of intellectual property, we position INTA members as leaders, not just adapters, in an environment of technological transformation, socioeconomic trends, and evolving consumer expectations."

The updated mission statement emphasizes the association's commitment to demonstrating how intellectual property contributes to positive global development: "INTA is a global association of brand owners and intellectual property professionals dedicated to elevating understanding of and respect for intellectual property to foster consumer trust, economic growth, and societal transformation."

Notably, "brand owners and professionals" (which was changed to "brand owners and intellectual property professionals" in the "2022-2025 Strategic Plan"). This change reflects a comprehensive intellectual property approach to support practitioners' expanding roles and responsibilities, while the association continues to have brand owners as its core constituency.

The "2026-2029 Strategic Plan" was developed through a robust process involving INTA's Planning Committee, Board of Directors, and different intellectual property and non-intellectual property stakeholders. This inclusive approach allowed the association to receive feedback from brand, financial, and policy experts outside the traditional intellectual property field, bringing new perspectives to the role of brands, intellectual property, and the association in society.

The President of the International Trademark Association, Elisabeth Stewart Bradley from Bristol Myers Squibb in the United States, stated: "The development of this strategic plan was truly a collaborative effort. Through extensive consultation with different stakeholders both within and outside the intellectual property community, we have created a roadmap that anticipates the challenges the association and its members will face in the coming years. We recognize that geopolitical changes, technological advancements, and evolving consumer expectations are fundamentally changing how intellectual property professionals work, and this plan will enable us to equip our members globally to not just survive but thrive amid these changes."

The plan is built on three strategic directions, reflecting the association's three top priorities:

1. Exert influence to advance the core mission;

2. Support its members; and

3. Make a positive impact on the intellectual property community.

Strategic Direction One: "Advocate for the Value of Intellectual Property in Support of Brands and Consumers," positions the association as a global advocate promoting the value of intellectual property to governments, policy makers, enforcement agencies, consumers, and businesses of all sizes. It focuses on advocating for harmonization of intellectual property protection, defending and enforcing intellectual property, promoting the economic impact of intellectual property, and embracing technological transformation and societal change.

Strategic Direction Two: "Advance 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 build the "INTA of the Future" to enhance the association's impact, agility, and readiness.

Strategic Direction Three: "Be a Responsible Corporate Citizen in the Intellectual Property Community" calls for the association to use its influence and resources to make a positive impact on the intellectual property community, thereby becoming a model for responsible corporate behavior. Key focus areas include: adhering to principles of belonging and inclusion; promoting environmental, social, and governance (ESG) best practices; and educating the public about the value of intellectual property.

Deborah Hampton from Chemours Company in the United States, who will become INTA President in January 2026, added: "INTA is a member-oriented organization, and as we look ahead to the implementation of this strategic plan, our focus will be on translating these visionary goals into actionable objectives for the association's various committees and delivering tangible benefits to our members."

Acedo added: "I am also excited to continue developing our association under the new strategic plan. The concept of 'Building the INTA of the Future' is not just an aspiration but our commitment to ensuring that the organization continues to be a relevant, impactful, and forward-looking association that delivers exceptional value to the global intellectual property community."