Guide to International Trademark Filing & Its Business Advantages

Why Your Business Should Consider International Trademark Protection

By Daniel Ross & Associates


In an era of globalization, businesses are not confined to their hometown, state, or country. As enterprises expand beyond borders, ensuring their brand is protected worldwide becomes essential. International trademark registration plays a pivotal role in carving out your space in the global economy. In this article, we provide insights into the process of filing a trademark internationally and the benefits it brings.

Understanding the Importance of International Trademarks:

  • Protection Against Unauthorized Use: When a business goes global, its brand and reputation are at risk from unauthorized users in different countries. Registering a trademark internationally ensures that the brand has legal protection across global markets.
  • Consistent Brand Identity: An internationally registered trademark enables consistent brand identity across markets without the need to change your branding from one country to the next. This means that customers will receive the same brand experience regardless of where they’re buying.
  • Avoiding Legal Battles: An international trademark can prevent potentially expensive legal battles in foreign countries – a time-consuming and risky endeavor when you don’t have federally recognized trademark rights to rely on

The Process of Filing Trademarks Internationally:

  • The Madrid System: One of the most popular methods for registering a trademark internationally is the Madrid System, governed by the World Intellectual Property Organization (WIPO). This system allows businesses to file a single application in one language and pay one set of fees to protect their marks in up to 123 member countries.
    • Domestic Application or Registration as a Basis: To utilize the Madrid System, you must first have an application or registration in your home country, which forms the basis for claiming an international registration.
    • International Application: Once the domestic registration is secured, an international application can be submitted through WIPO.This process largely mirrors the domestic US trademark application process, though there are always nuances between countries.
    • Designation of Contracting Parties: The first step in the WIPO application is the designation of contracting parties – in other words: choosing which of the 123 Madrid Protocol treaty countries you’d like to apply for a trademark in. This step sets the framework for the rest of the examination.
  • Review and Registration: International applications undergo two examination phases. First, the WIPO International Bureau conducts a formal examination after receiving the application. If approved, the mark is recorded in the International Register and published in the WIPO Gazette of International Marks. Then the designated countries will undertake their own substantive examination to determine if the mark can be registered within their jurisdiction.
  • Renewal: International registrations last for ten years but can be renewed indefinitely, every ten years, by paying the appropriate fees.

Other Methods:

While the Madrid System offers a unified procedure, businesses can also opt for direct filings in individual countries if they do not want to use or are not eligible for the Madrid Protocol. This involves working with local trademark offices in the country of choice and adhering to the specific requirements of each country.

Benefits of International Trademark Registration:

  • Ease of Management: Businesses can manage their trademarks across multiple countries with a single registration through systems like the Madrid Protocol.
  • Cost-Effective: Filing multiple individual applications in different countries can be costly and time-consuming. By contrast the Madrid System compiles all fees in one place, simplifying the process and saving costs for businesses targeting protection in multiple countries.
  • Enhanced Business Opportunities: A globally protected brand often attracts partnerships, licensing deals, and franchising opportunities for businesses that know how to grow their brands effectively.


In a globalized business landscape, ensuring your brand is protected across borders is not just beneficial but often essential. International trademark registration can provide robust brand protection, ensuring consistent identity and minimizing potential legal challenges. It’s an investment in the brand’s future, safeguarding brand reputation and value in the international markets where you want to do business.

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