How to Protect Your Trademark Globally: A Step-by-Step Guide (2025 Edition)

If you’re building a brand with international ambitions, one crucial question comes up early:

“Can I register my trademark globally with a single application?”

Unfortunately, the short answer is no. While the idea of a single global trademark registration is appealing, such a system doesn’t exist — yet. Trademark rights are territorial, meaning they’re granted country by country based on each jurisdiction’s rules and discretion.

But that doesn’t mean global protection is out of reach. There are three practical routes to protect your brand internationally. Each comes with its benefits, limitations, and costs — and the best choice depends on your business strategy, markets of interest, and budget.

TL;DR(?)

In this guide, we’ll break down:

• What “territorial” protection really means

• 3 trademark filing routes for global coverage

• Pros and cons of each approach

• Strategic tips for international brand protection

• Step-by-step guide to protect your trademark internationally

Before we go into the steps to protect your trademark internationally, let’s look into the underlying principles first.

Why Trademark Protection is Territorial?

A trademark is a legal right granted by a specific government, allowing the owner to exclusively use the trademark within that country or region. This means:

Registering a trademark in Malaysia does not protect you in the U.S., China, Europe or elsewhere

So, if your trademark is (or will be) used outside your home country, you’ll need to secure protection in those foreign markets through one of the following filing strategies.

How to Register Your Trademark Globally?

In general, there are 3 options,

1. Direct filing in each country

2. Filing through regional trademark systems

3. Leverage on Madrid Protocol administered by World Intellectual Property Organization (WIPO)

Now, let’s go into details

Option 1: Direct Filing in Each Country

You file separate trademark applications in each country where you want protection — directly with their local trademark offices. Under this option, most of the countries would require you to appoint a local trademark attorney or trademark agent to represent to file the trademark application before the local trademark office.

This requirement could work as the primary advantage of using this option, as you will get local expert’s assistance in helping you to vet through the application details to ensure compliance of the local trademark registration requirements, lessen the chances of objections by local trademark office.

For example, the description of goods and services. Even though for the same product, a description that is acceptable in one country does not mean it is acceptable in another country. In this case, having a local trademark agent to vet this through for your is highly beneficial.

You may also customise your application separately in each country, for example, in China, you may wish to limit your number of goods to 10 items only, and in Singapore, you may have 20 items of goods for the same trademark.

It is also perfectly normal that your trademark application is accepted in one country but rejected in another one. So under this option, another benefit is the applications in each country is independent of each other.

Sometimes this option may involve notarization of documents before a Notary Public or legalization of documents before a Consulate / Embassy, which requires additional costs and time in fulfilling the formality requirements.

✅ Pros

• Independent applications: Each country assesses your trademark separately. A refusal in one won’t affect the others.

• Full control: You can tailor your application to each country’s market and trademark rules.

• Advise by local trademark attorney – You will get the advice from local trademark attorney

  
  

❌ Cons

• Higher costs: Since your will be appointing a local trademark attorney or agent, you will be incurring additional cost for the local trademark attorney or agent fee.

• More paperwork: Many countries require notarization, legalization, and certified translations.
  

📌 So, when should you choose this option of direct filing?

• Your business is expanding into a handful of countries.

• Your brands need localized legal strategies. For example, sometimes the brand is quite generic and require legal advice from a competent local trademark attorney.

Option 2: Regional Trademark Systems

Some regions offer single applications that cover multiple countries at once. The most well-known regional trademark systems include:

• EU Trademark (EUTM) – covers all 27 EU member states

• OAPI (African Intellectual Property Organization)  – covers 17 French-speaking African countries.

• ARIPO (African Intellectual Property Organization) – covers 22 African countries

  
  

This is probably the most “money-saving” option. The primary advantage is that, once your trademark got registered, it will be automatically covered in all the member states within the system.

It’s a powerful and efficient way to gain exclusive rights throughout the region. You only need to deal with one primary trademark office and/or one local trademark attorney.

Instead of filing separate applications in each country, the regional system simplifies things by offering unified protection.

However, this comes with a trade-off: if your mark faces objections in even one country (for example, if it’s descriptive in that country’s language), your entire regional application could be refused.

If that happens, you may look into converting the regional application into national applications in the region where the issue doesn’t apply

✅ Pros

• Cost-effective: One application = multiple countries

• Streamlined process: Central filing saves time and reduces admin

❌ Cons

• All or nothing: If even one country objects, it could jeopardize the entire application

• Conversion needed: If refused, you may need to refile individually in selected countries (additional cost)

📌 Best For:

• Brands expanding across entire regions like the EU or Africa regions

• Companies needing broad coverage with centralized management

Option 3: The Madrid Protocol (WIPO)

The Madrid System, managed by the World Intellectual Property Organization (WIPO), allows businesses to file a single international trademark application designating over 130 member countries — including the U.S., UK, China, Japan, Australia, and more.

🌍International Registration Do Not Really Mean Protecting Your Trademark Internationally?

Debunking the myth: Although it is commonly known as International Registration System, the Madrid System does not grant automatic trademark rights internationally. While preparing the application, you will still need to pick your desired countries, and the filing costs will still commensurate according to your choice of countries. Even after WIPO registered your trademark in its own registry, your trademark is still subject to examination and approval of each country’s Trademark Office according to its own local trademark laws.

For further details on how to do international application under Madrid System, please click here!

✅ Pros - Advantages of Madrid System

Based on our past experiences, there are three main advantages on Madrid System

• Cost saving – If you designate a few countries, the cost saved are substantially less than filing directly in each country separately. The more countries you pick, the more you save. Depending on the countries you picked, sometimes it could save up to 50%!

• Centralised filing – The application is done via the Trademark Office of your home country by filing one application. Unlike direct filing, you don’t have deal with different trademark lawyers from different countries.

• Flexible filing – It is actually not necessary for you to designate all countries at the beginning. For example, if you pick 3 countries now. You may add a few more countries later via “Subsequent Designations”.

❌ Cons - Disadvantages of Madrid System

The international application is kind of like an expansion of your home trademark registration. In this case, your registered trademark in your home country is known as basic registration; whereas if your trademark in your home country is pending, it will be known as basic application.

So, when you make the international application, the application details of each country will duplicate those of your home country, and those foreign applications are actually mirror and “tied” to your home application.

These will lead to the following disadvantages:

• Central attack: If your home application is rejected or cancelled within 5 years, all international designations can be cancelled too. Nevertheless, you will have the opportunity to convert the international application into a national application, subject to the local laws.
  

• Standardised filing information: You will enter the trademark application locally according to your filing information at your home country, some of the countries have their unique requirements, will lead to objection or office action.

  
  

📌 Best For:

• Businesses with solid home trademark registration

• Brands seeking broad, flexible international reach

Which Trademark Filing Strategy is Best?

There is no one-size-fits-all answer. Your optimal strategy depends on:

• Your budget and timeline

• Countries where you operate (or plan to)

• Legal risks or prior marks in each country

• The strength of your home registration

📌 Pro Tip: A hybrid approach is common — combining Madrid System with direct or regional filings in key countries or risk zones, especially not all countries are covered by the Madrid System.

For example, if you wish to cover EU, US, Thailand, Hong Kong, Taiwan, China in your trademark applications. You may consider taking a hybrid approach by grouping EU, US, Thailand and China under Madrid Application (yes! within Madrid System you can also designate EU which is a regional coverage), and Hong Kong and Taiwan need to do direct filing because they are not covered by Madrid System.

Step-by-Step Guide To Register Your Trademark Globally

Ready to take your brand international but unsure where to begin with trademark protection?

You’re not alone — navigating global trademark registration can feel overwhelming at first. Fret not. We’ve broken down the process into clear, actionable steps to help entrepreneurs, startups, and growing businesses secure their international trademark rights efficiently and confidently.

Whether you’re expanding into one country or twenty, this guide will walk you through the essentials — from selecting the right trademark to choosing the optimal filing strategy for each market.

Step 1 – Ascertain the Trademarks for Overseas Expansion

Before diving into the international trademark filing process, the first step is to clarify exactly what you’re protecting.

Ask yourself:

• Are you registering a brand name, a logo, a tagline, or all three?

• Will your mark appear in standard characters, or with specific styling, fonts, or colors?

Once you’ve determined the specific trademark(s), you also need to define the underlying goods and services associated with the mark.

This is crucial because trademark rights are not blanket protections — they apply specifically to the products or services listed in your application.

These should be categorized according to the Nice Classification system, which is an internationally recognized standard that groups goods and services into 45 classes.

🎯 Pro Tip:

Start with the products or services you’re actively offering or plan to offer in your target markets over the next 3–5 years. This ensures your trademark aligns with your business expansion roadmap.

Step 2 – Identify the Countries for Trademark Protection

Once you’ve clarified what trademark you want to register, the next step is to decide where to protect it.

Start by listing:

• Countries where you’re currently offering products or services under your brand

• Countries you plan to enter in the next 3 to 5 years, whether through e-commerce, franchising, distribution, or partnerships

This forward-thinking approach helps you align your global trademark strategy with your business expansion goals — and avoid future legal conflicts.

Next, determine whether each country on your list is:

• A member of the Madrid Protocol (administered by WIPO)

• Covered under a regional trademark system like:

  
  

  • EUTM – European Union Trade Mark (27 countries)

  • OAPI – French-speaking African nations

  • ARIPO – English-speaking African nations

This step helps you decide whether to group certain countries under a Madrid or regional application — or pursue direct national filings where necessary (e.g., Hong Kong and Taiwan are not Madrid members).

Step 3 – Conduct a Country-Specific Trademark Search

Before filing your application, it’s essential to perform a trademark availability search — and do it for each country individually.

Why? Because trademark rights are territorial, and registration in one country doesn’t guarantee availability in another. Even under systems like the Madrid Protocol, your trademark will be refused if it conflicts with an existing registered or pending mark in any of your selected countries.

Where to Search?

Start with the WIPO Global Brand Database, which aggregates trademark data from many countries.

It’s a helpful first step, but not all countries upload complete data to WIPO. Some jurisdictions (e.g., Canada, Indonesia, and parts of Africa) require direct access to their local databases.

To ensure full coverage, you should:

• Check each country’s official trademark office database

• Or work with a professional trademark lawyer that can perform comprehensive clearance searches across multiple jurisdictions

🎯Pro Tip: 

A proper search by a competent trademark lawyer helps you avoid serious pitfalls, such as:

• Filing a mark that’s already taken

• Costly rebranding or legal opposition later

• Being forced to rebrand after launch

 

Step 4 -  Check the Costs and Requirements for Each Country

Once you’ve identified your target countries, the next step is to understand the filing costs and legal requirements — and these can vary significantly from one jurisdiction to another.

Unlike a flat global fee, international trademark costs are country-specific.

Here’s what affects the cost for trademark registration:

• Number of classes you’re registering in each country

• Local government fees, which vary widely

• Professional fees for local trademark attorneys

• Translation costs for non-English-speaking jurisdictions

• Legalization or notarization requirements — some countries require official documents to be certified by a consulate or embassy, adding time and cost

  
  

Because of this, it’s crucial to evaluate not just the price, but also the procedural obligations of each country.

Before finalizing your international filing budget, you should:

1. List all target countries

2. Understand their filing processes

3. Factor in hidden costs (e.g., notarizations, POA, declarations of use)

   
   

🎯 Pro Tip:

Working with a trademark lawyer experienced in international filings can help you mapping a global trademark protection plan, anticipate costs accurately and avoid unexpected procedural hurdles — saving you from costly delays or rejections later.

Step 5 – Choose the Right Trademark Filing Strategy

By now, you’ve identified your trademark, target countries, and the estimated costs. The next step is to decide how you want to file — based on your business goals, risk tolerance, and budget.

As discussed earlier, there are three main filing options for international trademark registration:

1. Direct Filing — Separate applications in each country

2. Regional Trademark Systems — One application covering multiple countries (e.g., EUTM, OAPI, ARIPO)

3. Madrid Protocol (WIPO) — A centralized international application covering up to 130 countries

   
   

Each approach has its strengths and limitations. For some businesses, a hybrid strategy may be ideal — combining Madrid Protocol filings with direct applications in countries not covered (like Hong Kong or Taiwan), or using regional systems like EUTM for efficient coverage.

Your choice should align with your expansion timeline, legal risk exposure, and the countries’ legal frameworks.

🎯 Pro Tip:

Choosing the wrong filing route can cost you time, money, or even your mark. A qualified trademark advisor can help map out the best combination of strategies to ensure maximum protection with minimal risk.

Step 6 – Prepare and File Your Trademark Applications Internationally

Once you’ve selected the right filing strategy — whether through Madrid Protocol, a regional trademark system, or direct filing — it’s time to prepare your application materials and start the filing process.

What You Need to Prepare?

Most countries require similar core information for trademark applications. Be sure to gather:

1. Applicant’s full name and address

2. List of goods and/or services covered by the trademark

3. Class numbers, based on the Nice Classification system

4. High-resolution softcopy of the trademark (for logos or stylized marks)

5. Details of any priority claim (if you’re relying on an earlier filing, e.g., under the Paris Convention)

Note: Some countries have additional formalities such as:

• Power of Attorney

• Declaration or Statement of Entitlement

• Proof of use or intent to use

These vary by jurisdiction and must be reviewed before filing.

Filing Based on Your Strategy

If you’re using the Madrid Protocol, you must first have a basic application or registration in your home country.

• For example, if you’re based in Malaysia, you would first register your trademark with the Malaysian Trademark Office, MyIPO.
  

• Once you have the basic application/registration, you can file the International Application through MyIPO, designating the countries where protection is sought.
  

• MyIPO will then forward your application to WIPO, which coordinates with each designated country’s trademark office.

This centralized route saves time and coordination effort across multiple countries.

If you’re registering through a regional system, such as the European Union Trade Mark (EUTM), you file directly with the EUIPO (European Union Intellectual Property Office).

• Once approved, your trademark will be protected across all 27 EU member states.

• Regional filings are efficient for brands targeting entire blocs or common markets.

 

Direct filing offers the most flexibility, but also involves more paperwork and coordination.

If you’re filing directly in each country, you’ll need to:

• File the application with the national trademark office of each country

  
  

• Appoint a local trademark attorney or agent, as most countries require a local representative to handle submissions, responses, and procedural formalities

Step 7 – Awaiting Trademark Examination

After your trademark application is submitted, the next phase is the examination process — where each country’s Trademark Office reviews your application under its own national laws.

Examination timelines vary widely. Some countries may issue a response in 2 to 3 months, while others can take up to 1–2 years depending on backlog and procedural complexity.

 

What to Expect During Examination?

Once reviewed, the Trademark Office will issue an Examination Report, also known as an office action.

There are typically three possible outcomes:

1. Approval (with or without conditions)

• Your mark proceeds to publication or registration.

• Some jurisdictions may attach minor conditions or request disclaimers.

2. Rejection

This could be due to:

• Relative grounds — e.g., conflict with earlier trademarks

• Absolute grounds — e.g., lack of distinctiveness, descriptive terms

  
  

Don’t panic: Most systems allow you to respond or appeal the decision within a set timeframe.

3. Request for Amendments

The examiner may ask you to revise part of the application to comply with local rules — such as rewording your description of goods and services, or narrowing the scope of coverage.

Different Countries, Different Results

It’s entirely normal for the same trademark to be accepted in one country and rejected in another. Trademark law is territorial — what’s distinctive in one jurisdiction may not be so in another.

Keep Track of Deadlines

Each examination report will come with a response deadline. Missing it may result in:

• Abandonment of your application

• Extra costs for reinstatement or re-filing

• Lost protection during a critical stage of expansion

🎯 Pro Tip:

Monitor your applications closely and respond to office actions promptly. Consider working with an IP firm that provides centralized docketing and deadline tracking across jurisdictions.

Step 8 – Publication, Registration, and Maintenance

If your trademark application successfully passes the examination stage, it moves to the next phase: publication.

What Is Trademark Publication?

The IP Office will publish your trademark in the official government journal or gazette for a set period — typically 1 to 3 months, depending on the country.

This period allows the public and third parties to oppose your application if they believe it conflicts with an existing mark or infringes on their rights.

In most countries, publication happens after approval.

However, some jurisdictions (such as Indonesia) publish trademark applications during the examination stage — not after.

What Happens After Publication?

If no oppositions are filed (or if any are resolved in your favor), your trademark will be officially registered in that country. Congratulations — you now own a legally enforceable trademark right in that jurisdiction!

Don’t Forget: Trademark Renewal and Ongoing Obligations

Trademark registration is not a “set it and forget it” process. Here’s what you need to keep in mind:

• Most countries grant registration for 10 years

• You can renew indefinitely in 10-year cycles — as long as you meet all legal requirements

Mid-Term Maintenance in Some Countries

Some jurisdictions require additional steps during the 10-year period to maintain your trademark. For example:

• In the United States and Philippines, you must file a Declaration of Use — along with evidence that the mark is in active use
  

• Failure to file these can result in cancellation, even if your registration is still valid on paper

🎯 Pro Tip:

Set calendar reminders and use a centralized docketing system (or a trusted trademark advisor) to track renewals and country-specific maintenance requirements.

Ready to Protect Your Brand Globally?

Navigating global trademark protection can feel overwhelming. That’s why a smart international filing strategy is your best defense against copycats and competitors abroad.

Whether you’re a startup eyeing Southeast Asia or a scaling brand entering the U.S. and EU markets, we’re here to help.

👉 Talk to us today to protect your brand worldwide with confidence.

Written by,

Lawrence Tan  

Registered Trademark, Patent and Design Agent

LL.B (HONS), CLP

Advocate & Solicitor (Non-Practising)

Disclaimer:

The above article is for general knowledge only and does not constitute legal advice. Please feel free to contact us for proper advice and a tailored strategy to protect your innovation!