Susan Natland Shares Insights at INTA Annual Meeting on “Unlocking IP” for the Media and Other Non-IP Stakeholders

| Susan M. Natland

Ms. Natland co-chairs INTA's Presidential Task Force which produced the report, 'Unlocking IP'

Susan Natland, co-chair of Knobbe Martens' trademark and brand protection practice group, shared key research and perspective with attendees at the International Trademark Association (INTA) Annual Meeting. As co-chair of INTA’s 2023 Presidential Task Force, in discussing the value IP brings and views on brands, Ms. Natland presented findings from an exclusive survey on “consumer perceptions of brands and brand enforcement, as well as consumer purchasing habits, counterfeit goods, and how the public interacts with companies and the media.”

Summarizing one of the key findings from the report, Ms. Natland said, “Our consumer perception survey showed that there is a lack of caring that counterfeit goods may result in lost profits by business and there is a lack of understanding that counterfeit goods are often tied to organized crime, child labor, tax avoidance and other negative elements in society.”

Speaking to misconceptions among consumers regarding the value of trademark registrations, Ms. Natland maintained that “it should be a priority to educate consumers about the harms of trademark misuse not just to businesses but to society, and the benefits of trademark registration.”

Ms. Natland was appointed to INTA's 2023 Presidential Task Force last May. In addition to this role, she has also been active in other facets of the IP community, including serving as immediate past chair of the USPTO Trademark Public Advisory Committee (TPAC).

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About Knobbe Martens

Knobbe Martens is a highly respected intellectual property law firm, offering legal services in all aspects of intellectual property and technology law. The firm’s litigation group handles cases throughout the U.S. and coordinates strategy for disputes worldwide. Founded in California in 1962, the firm has about 300 lawyers and scientists based in offices located in Orange County, Los Angeles, New York, San Diego, San Francisco, Seattle and Washington D.C. Knobbe Martens serves a diverse international client base, from multinational corporations to emerging businesses of all stages. More information about the firm can be found at