Etienne Sanz de Acedo is the CEO of the International Trademark Association

Etienne Sanz de Acedo is the Chief Executive Officer of the International Trademark Association (INTA), a global association of brand owners and professionals dedicated to supporting trademarks and related intellectual property (IP) to foster consumer trust, economic growth, and innovation

He is responsible for the administrative operation of the Association’s offices, the supervision of all staff, and the development and administration of the annual budget.

Mr. Sanz de Acedo holds a law degree from the University of Alicante, an LLM in European Community Law from the Université Libre de Bruxelles in Belgium, an executive MBA from Instituto de Empresa Business School in Madrid.

Company: International Trademark Association

  • INTA was founded in 1878, and is headquartered in New York City, with offices in Brussels, Santiago, Shanghai, Singapore, and Washington, D.C., and representatives in Geneva and New Delhi
  • INTA is led by a Board of Directors composed of up to 36 representatives of member organizations.
  • Members include more than 7,200 trademark owners, professionals, and academics from 187 countries.

Questions for Etienne Sanz de Acedo

  • What global trends are challenging brand owners today (e.g., innovation, changing consumer behavior, emerging technologies), and how can they respond?
  • As counterfeiting proliferates around the world, how can brand owners, government officials, and consumers get ahead of the problem?
  • We often hear that entrepreneurs think of protecting their intellectual property last, rather than first—why should it be incorporated early on into their overall business strategy?
  • What’s is the message entrepreneurs and small business owners need to hear?
  • Given that one of the greatest threats to brand owners is the proliferation of counterfeiting, do you see progress being made on that front?
  • What are consumer expectations, including emerging consumers like Gen Z, in terms of a brand’s corporate social responsibility, and are these efforts key to consumer loyalty and trust?
  • INTA has started its own podcast, Brand & New…how does that relate to innovation and change, and the IP community?
  • Are there some countries in particular that you can point to where you are optimistic that new or pending trademark laws will significantly advance IP protection?
  • As brand restrictions spread to more countries and across various sectors, what are the implications for brand owners, consumers, local economies, and society at large?

Social Media: @INTA, GoINTA, INTAGlobal

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