US academic envisions next-generation trademark system: introducing the ‘tracermark’

A new paper by a respected scholar proposes that the trademark community takes advantage of modern “smart information” and provide brand owners and consumers an alternative IP platform to differentiate products and services, based on objectively verifiable characteristics. The author of the paper hopes that an organisation such as INTA may see an opportunity in her ‘tracermark’ concept and consider establishing a proof of concept.