INTA’s 2019 March Conference: The Business of Brands

Intellectual property partner Karen Butcher will moderate the panel “Managing Brands Through Change” at the International Trademark Association (INTA)’s The Business of Brands.

Business change is inevitable—and it can have a major impact on your brand. Change can result from exploring new opportunities to expand your business, from restructuring a business, or as a result of technological changes. All these changes can impact the way consumers perceive your brand and your offerings.

Effectively managing your brand through change is key to your company’s success. This panel will address such questions as:

• Managing brands in the context of mergers and acquisitions
• Corporate rebranding as a result of acquisition, divestiture, or other change in business strategy
• Evolution of businesses whose brand is linked closely to its founder

Hear from those who have successfully navigated through change and how they and their brand got to the other side.