WASHINGTON, May 4 -- John Squires, under secretary of commerce for intellectual property and director of the U.S. Patent and Trademark Office, delivered a keynote address at the International Trademark Association 2026 Annual Meeting in London, England. Squires characterized the USPTO as "America's Branding Agency," emphasizing a strategic shift toward protecting personal brands and identity rights in an era of social media and artificial intelligence.

Squires noted . . .

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