How to Get International Trademark Protection Right
Protecting a brand name or logo in other countries, including through the Madrid System for filing in multiple countries.
Priya Raghunathan
The key figures
- Territoriality
- trademark rights generally apply country by country
- Madrid System
- administered by WIPO for filing in many countries through one application
- Basic application
- Madrid filings depend on a home registration or application
- Local examination
- each country examines the application
Why this is worth getting right
Trademark rights are territorial, so a US registration does not protect a brand abroad, and others may register it first.
Do this, not that
Do
- Identify key markets early
- Consider the Madrid System for several countries
- Check local conflicts before entering markets
- Register in manufacturing countries as well as sales markets
- Work with local counsel where needed
Don’t
- Assuming US registration protects you abroad
- Entering markets before checking local marks
- Missing deadlines tied to the home application
- Ignoring translated or transliterated versions
When to bring in help
Our advice Bring in help when expanding internationally or manufacturing abroad.
Where this comes from
- World Intellectual Property Organization — Madrid System
- United States Patent and Trademark Office — International trademark protection
The figures and practices above come from the sources listed.
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Where to go next
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