You turn to a lawyer to protect your name, only to find out that your competitor registered the trademark, and you did not. Now, they have the exclusive right to use the name. You may face blocked social media pages, lengthy court battles, or even a complete rebranding.

This isn’t an exception — it’s a common scenario when entrepreneurs postpone trademark registration “for later.”

That’s why registering a trademark is not just a formality — it’s essential protection for your brand and reputation.

What is a Trademark?

A trademark (or sign for goods and services) is a designation that distinguishes the goods or services of one entity from those of others. It can be verbal (e.g., a name), graphic (e.g., a logo), combined, or even a sound, 3D shape, or color.

Why is it Important to Register a Trademark?

Registering a trademark (TM) is crucial in protecting your business, brand, logo, or even slogan.

A legally registered TM:

• grants exclusive rights to use the mark;
• enables enforcement against infringers;
• Is a valuable intangible asset that can be sold or licensed.

What Are the Types of Trademark Registration?

Entrepreneurs can register a trademark at three main levels: national, regional (EU), and international. Each option has its advantages and scope of protection.

National Trademark Registration

National registration is the basic level of legal protection for a trademark, offering protection only within a single jurisdiction. It is the simplest way to secure exclusive rights to use the mark in the domestic market.

Key Features of National Trademark Registration

• Territorial scope – protection is limited to one country only.
• Validity period – 10 years, with the possibility of unlimited renewals.
• Low cost – the most affordable registration option with minimal expenses.
• Legal protection – allows for court enforcement, suspension of customs clearance of counterfeit goods, and blocking of infringers.
• Used as a basis – can serve as the foundation for an international application under the Madrid System.
• Risk of limited protection – not valid outside the country of registration.

When to Choose National Registration:

• You operate only in the local market;
• You are testing your brand and want to secure the name at an early stage;
• You want to register a trademark with minimal costs;
• You need a foundation for future international registration.

National registration is especially suitable for companies that operate within a domestic market or plan gradual expansion. Moreover, a national application or already registered trademark can serve as the basis for an international application under the Madrid System, paving the way for protection in dozens of other countries.

Regional Trademark Registration (EU)

The regional registration system allows you to obtain a single trademark that is automatically valid in all 27 European Union member states. Registration is conducted through the EUIPO — the European Union Intellectual Property Office.

This option is ideal for businesses operating in multiple EU countries, exporting products to Europe, or planning to launch e-commerce services targeting a European audience.

Key Features:

• Protection in all 27 EU countries – a single application covers the entire European Union.
• One registration = one right – it is either granted or refused for the whole EU (you cannot register only in selected countries).
• Registration authority – EUIPO, with a fully digital procedure and a user-friendly applicant portal.
• Speed – average registration time is 4–6 months if no oppositions are filed.
• Validity period – 10 years, with the possibility of renewal for successive 10-year periods.
• Legal protection – provides enforceable trademark rights before courts in all EU member states.
• Suitable for international expansion – the EU trademark can serve as a basis for filing an international application under the Madrid System.

When to Choose EU Regional Registration:

• If your business operates in one or several EU countries – even one country, if expansion is planned.
• If you export goods or offer services in the EU market, including through e-commerce, logistics partners, or distributors.
• If you plan to launch your brand on European marketplaces, it is important to secure trademark protection in the EU in advance.
• If you have subsidiaries, branches, or partners in EU countries and need legal protection for your brand.
• If you want unified, centralized protection across the entire EU without filing separate applications in each country.
• If you intend to file an international application through WIPO in the future, you can use the EU trademark as a base.

Regional trademark registration through the EU system is the optimal choice for companies currently active or planning to enter the European market. It provides unified legal coverage across all EU member states, significantly simplifies IP rights management, and reduces the costs of registering in individual countries. The EU application can be submitted directly, without needing a national registration, and can later serve as a basis for an international application via the Madrid System.

International Trademark Registration (Madrid System)

The Madrid System is a mechanism for the international registration of trademarks administered by the World Intellectual Property Organization (WIPO). It enables companies to file a single application and obtain trademark protection in selected countries that are members of the Madrid Agreement or Protocol — over 131 countries, representing more than 80% of global trade.

❗️ A basic registration is required to file an international application — either a national trademark or a European Union Trade Mark (EUTM).

Key Features:

• Single procedure – one application, one language, one payment → protection in multiple countries at once.
• Covers over 131 countries – includes all major global markets.
• Do not create a “global” trademark – you receive national protection in each designated country, subject to approval by their local IP offices.
• Flexibility – additional countries can be designated later without filing a new base application.
• Examination timeline – typically 12 to 18 months, depending on the countries and any opposition.
• Dependency on the base registration – for the first 5 years, the international trademark is “linked” to the base registration; if the base is canceled, the international mark also lapses.

When to Choose International Registration (WIPO):

• When your brand is expanding beyond one or several countries, including the US, Canada, the UK, Asia, or Latin America.
• If you already have a national or European trademark and want to use it for global protection.
• When you need a centralized and efficient filing system without having to submit dozens of individual national applications.
• When you plan to gradually add new countries as your business grows.

The Madrid System is an optimal tool for companies seeking global reach, as it allows significant savings in time and resources when registering in multiple jurisdictions. It is particularly convenient for businesses operating across several regions or expanding internationally step-by-step.

At the same time, this registration is not independent — it relies on a valid national or EU trademark. During the first five years, the validity of the international trademark fully depends on the fate of the base registration, making the stability and legal strength of the base trademark critically important.

As conclusion

The right brand protection strategy depends on your business plans and operational geography. But above all, a registered trademark is always better than an unregistered one. It ensures legal certainty, competitive advantages, and legitimacy within the legal framework.

At Manimama Law Firm, we help businesses navigate this new reality effectively. We prepare documentation, manage application processes, and develop crypto compliance strategies that are built for the long term.

When considering your jurisdiction, you’re choosing a reputation that works in your favor.

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The content of this article is intended to provide a general guide to the subject matter, not to be considered as a legal consultation.