The 2024 MARQUES Annual Conference, held in Stockholm from September 24-27, gathered over 900 intellectual property practitioners to discuss the evolving challenges in the field.
 The role of trademark experts is becoming increasingly complex, requiring them to navigate new technologies, business models, and regulations related to advertising and sustainability.

This year’s conference covered a wide range of topics, including how litigation strategies are influenced by public opinion, the need for professionals to step outside their comfort zones, and the importance of understanding local traditions and regional differences. Participants also explored how consumer values are impacting brand protection strategies, the complexities of enforcing IP rights online, and how to effectively demonstrate market realities before the EUIPO. Additionally, discussions addressed the use of visual disclaimers in design protection and the latest developments in EU case law on trademarks and designs.

 The event emphasized the growing need for IP professionals to adapt to a rapidly changing legal and technological landscape.