Why international trademark applications are so important
Trademarks are not only gaining in importance domestically – in a globalized economy, trademark protection across national borders is becoming increasingly important. Those who register internationally at an early stage not only secure brand loyalty and competitive advantages, but also reduce the risk of expensive legal disputes in foreign markets.
The so-called Madrid System (WIPO – World Intellectual Property Organization) offers trademark owners an effective way to protect their trademark in up to 131 countries (as of 2025) with just one central application.
What is the Madrid system?
The Madrid system for the international registration of trademarks is administered by WIPO. It makes it possible to file a central trademark application for numerous member states on the basis of a national or EU trademark application.
Advantages at a glance:
One registration, one language, one fee structure
Protection in currently up to 131 contracting states (including USA, China, Japan, UK, Australia, Brazil)
Administrative simplification for changes, extensions or transfers
Cost reduction compared to individual applications in each country
Requirements for the international application
To register an international trademark under the Madrid system, you need:
a base brand – usually either one:
– German trademark or trademark application (DPMA)
– or a European Union trademark or trademark application (EUIPO)
the specification of the desired destination countries
definition of the scope of protection (number of Nice classes)
The application is filed with the DPMA or EUIPO, which forwards it to WIPO.
Strategic considerations before registration
1. choose destination countries wisely
Not every country automatically makes sense and even in the Madrid system, a “global” brand is very expensive. Criteria such as sales markets, production locations (own and competitors) or realistic future expansion should be taken into account.
2. trademark search abroad
Despite central registration, it is advisable to check in advance whether similar or identical trademarks exist in the target countries in order to avoid contradictions or official refusals.
3. cultural and linguistic examination
Brand names can be understood differently or interpreted negatively abroad. Linguistic and cultural screening should be part of the strategy – especially for brands with a word element.
Procedure of the international trademark application
registration of the basic trademark (national or EU)
filing the application for international registration via the competent office
forwarding to WIPO and checking for formal requirements
registration of the international trademark with WIPO
forwarding to the competent trademark offices of the destination countries
examination by national authorities (within 12-18 months, depending on the country)
registration or continuation notices by the respective countries
opportunity to respond to any complaints
Cost factor
The fee structure at WIPO depends on:
the number of countries
the number of Nice classes
Reproduction of the mark (in color or grayscale)
individual fees of individual countries, if applicable (so-called “individual fees”)
For a trademark portfolio in 5-10 countries, international registration is generally considerably cheaper than individual registrations in each country.
Conclusion
International trademark law offers an efficient and cost-effective way to protect your brand internationally via the Madrid system. Nevertheless, each trademark strategy must be planned individually – especially with regard to target countries, language areas and possible conflict trademarks.
Let us advise you
Which countries are strategically relevant for your brand? How can you establish the property rights efficiently and with legal certainty?
Our law firm supports you with your international trademark application – from planning and searches to representation in the event of problems.
Contact us now for a personal initial consultation – we will show you how to position your brand successfully and with legal certainty worldwide.
