Tish Berard

Senior Counsel, Trademarks at Velcro Companies

Tish L. Berard is Senior Counsel of Trademarks for Velcro USA Inc. and its related companies (“Velcro Companies”) based in Manchester, New Hampshire. She joined Velcro Companies in 2018 as Legal Counsel for North America, and was then promoted to Senior Counsel, Trademarks. In this role, she enjoys protecting the iconic VELCRO®️ Brand and educating the public about the proper use of Velcro Companies’ marks. Prior to her role at Velcro Companies, Tish was trademark counsel, and subsequently Vice President and General Counsel, for Hearts On Fire Company in Boston, Massachusetts for ten years. Tish was responsible for all legal matters for Hearts On Fire, including intellectual property maintenance and enforcement. Tish also practiced in Phoenix, Arizona in the firm of Squire, Sanders & Dempsey, LLP where she worked in both the litigation and trademark practice sections, and the boutique intellectual property firm of Sullivan Law Group, where she led the trademark practice group and also focused on intellectual property litigation. Tish served as the President of the International Trademark Association (INTA) in 2018 and currently serves on its Board of Directors.


1:00PM - 2:10PM (ET)

Panel, CLE Approved*

When It Isn’t What It Is: Maintaining Brand Distinctiveness and Avoiding “Genericide”

Joshua Jarvis

Partner and Deputy Chair of IP at Foley Hoag LLP