In a globalized market, brands often require cross-border protection. International trademark strategy is not simply ‘filing in more countries’; it’s a comprehensive plan that aligns market strategy, legal regimes, and budget. Whether via the Madrid System or by filing country by country, a well-designed strategy can reduce risk, control costs, and lay the groundwork for future global expansion.

A Sound International Trademark Strategy

Analyze how to select priority filing jurisdictions and balance cost with protection scope, based on factors such as market strategy, target customer segments, export countries, and potential infringement risks.

Main Routes for International Trademark Registration

• • National Filings (file directly with each target country's trademark office)

  • Regional Systems (e.g., EU Trademark, African Intellectual Property Organization—OAPI, etc.)

  • Madrid System (WIPO-administered international registration available to member states)