The 2026 MARQUES Annual Conference will be held in Lisbon. Lisbon is one of the oldest cities in the world and the second-oldest European capital city (after Athens), predating other modern European capitals by centuries. Settled by pre-Celtic tribes and later founded and civilized by the Phoenicians, Julius Caesar made it a municipium called Felicitas Julia, adding the term to the name Olissipo. After the fall of the Roman Empire, it was ruled by a series of Germanic tribes from the 5th century, most notably the Visigoths. Later it was captured by the Moors in the 8th century. In 1147, Afonso Henriques conquered the city and in 1255, it became Portugal's capital, replacing Coimbra. It has since been the political, economic, and cultural centre of the country.
This year's MARQUES Annual Conference will focus on how trade marks are evolving in exciting ways as businesses explore new ways of using brands and other IP assets to build trust with consumers.
The Annual Conference will feature plenary sessions on topics including: the fine line between fame and genericism; innovative strategies to unlock the value of IP; the role of regulation; the intersection of geographical indications, trade marks and international trade; and the new Digital Product Passport. It will also include updates from EUIPO and the annual review of CJEU and EU General Court case law.
Interactive workshops at this year's Annual Conference presented by the MARQUES Teams will cover anticounterfeiting at trade fairs; unconventional trade marks; artificial intelligence; domain name arbitration; and EU design developments.
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