Trademark to the core

Brand promotion is key to ending anti-IP sentiment and the IP community needs to demonstrate its value in order to make fakes passé. Catherine White talks to INTA president Ayala Deutsch

Catherine White - section editor

It’s been an unprecedented couple of months for the International Trademark Association’s (INTA) new president Ayala Deutsch, who was elected for her one-year term at the start of this year. Not only is she facing the “exciting but challenging” task of leading the association, she is also conducting her presidency under the gloomy cloud of the Covid-19 pandemic.