Once your business crosses its first border, brand protection becomes a strategic question, not just an administrative one. File in the wrong order, in the wrong countries, or through the wrong system, and you can pay two or three times what you needed to — or leave critical markets exposed. Here's how experienced IP counsel approach international trademark registration.

Three ways to file internationally

  • Madrid Protocol (WIPO) — one application designating up to 130+ member countries
  • Regional registrations — EUTM for the 27 EU states, ARIPO for parts of Africa, etc.
  • Direct national filings — file separately in each country's trademark office

When Madrid Protocol makes sense

Madrid is almost always the right choice if you are filing in 3+ countries outside your home base. You get a single application, in one language, with one set of fees, and centralised management (renewals, address changes, ownership transfers) for the life of the registration. The catch: for the first five years, your international registration depends on your 'basis' home registration — if that home mark is successfully challenged, the international registration falls with it ('central attack').

When regional registrations make sense

For EU coverage, the EU trademark (EUTM) is almost always cheaper and faster than designating the EU via Madrid. Similar regional systems exist for parts of Africa (ARIPO, OAPI) and the Gulf. When your growth plan is concentrated in one region, a regional filing wins.

When direct national filings make sense

In a few countries with unusual formalities — Canada, Brazil, some Middle-Eastern jurisdictions — a direct national filing through local counsel can be faster or more robust than a Madrid designation. It's also the only option in countries that aren't Madrid members.

Priority: the six-month rule

Once you file your first application anywhere in the Paris Convention system (most countries in the world), you have 6 months to file in additional countries and claim priority back to that first filing date. This is a powerful timing tool — used correctly, it lets you lock in a global filing date at the cost of a single application, then take up to half a year to plan the international rollout.

How to prioritise countries

  • Countries where you're already selling or plan to within 12 months
  • Countries with known counterfeit problems for your product category (typically China, Turkey, parts of Southeast Asia)
  • First-to-file jurisdictions where squatting is common (China above all)
  • Countries with a large addressable market for your specific sector

A common startup pattern that works well: file EUTM as the basis, then use Madrid to designate the US, UK, China, Canada, Australia, Japan and any additional target markets in one go. This typically costs €5,000–€10,000 all-in and locks in international protection for a decade.

How Sayadi Law can help

At Sayadi Law we specialise in intellectual property protection tailored to your industry. We register trademarks, patents and designs internationally, monitor for infringement, and draft the contracts that turn your IP into a durable business asset. Our fixed-fee packages give you predictable pricing and direct access to the lawyer handling your file — no billable-hour surprises.

If you'd like to discuss your IP strategy, send us a message via our contact form or email us at info@sayadilaw.com to schedule a consultation.