NAFTA renegotiations, “Brexit,” and the collapse of the Trans-Pacific Partnership all pose new challenges in trade, and hence new challenges to brand protection. These challenges include protecting intellectual property (IP) in countries exiting the EU and whether international organizations or treaties may continue to protect a brand’s IP. Brand owners need to re-examine their strategies and priorities in the face of these challenges.

For this issue’s Temperature Test, we asked respondents, “Are you being included in conversations on the changing trade issues with in-house stakeholders?” and, if so, “what department(s) are you working with on trade issues?”

Of our 45 respondents, only nine (20%) said they are being included in these conversations. Specific departments with which they are working include government affairs, legal, marketing, and sales.

Excluding brand protection professionals from discussions on the changing trade landscape could prove detrimental to the protection of brands. Brand protection professionals need to lobby for a seat at the table when trade issues are being discussed by internal stakeholders.