Why Apply for International Trademark Protection?

Trademark rights are territorial.

A Taiwan registration does not automatically create trademark rights in China, the United States, the European Union, or another country or region. Brands preparing for exports, cross-border ecommerce, licensing, investment, distribution, or overseas partnerships should assess protection in the markets where they will actually operate.

The priority is not to file in every possible country at once. Identify the markets the business is likely to enter over the next one to three years, then sequence filings by commercial importance, budget, timing, and risk.

Key International Markets

China, the United States, the European Union, Japan, and other markets have different filing rules and procedural requirements. Each filing plan should reflect the applicant, actual use, and business expansion strategy.

China Trademark Registration

Brands preparing to enter China should conduct clearance and plan filings early.

If a brand expects to manufacture or sell in China, use Chinese or cross-border ecommerce, license its mark, or appoint distributors, it should not wait until the market launch to assess trademark protection for the first time.

  • Chinese brand name
  • English brand name
  • Logo or device mark
  • Goods and services
  • Earlier identical or similar marks
Free Consultation↗

US Trademark Registration

An important feature of the US system is the relationship between use status and the filing basis. A filing plan should consider whether the mark is already used in US commerce, whether there is a bona fide intention to use it, and whether another filing basis may apply.

  • Whether the mark is already used in the United States
  • Whether the brand is preparing to enter the US market
  • The actual goods or services
  • Applications or registrations in other countries
  • Earlier identical or similar US marks
  • Representation and procedural requirements for foreign-domiciled applicants
Free Consultation↗

EU Trademark Registration

A brand planning to operate across several EU markets can consider a European Union Trade Mark (EUTM). An application filed with the EUIPO uses a single system for protection covering the European Union.

An EUTM may offer filing and management advantages when several EU markets are relevant. Because it has unitary character, clearance should consider earlier rights and risks across the EU.

If only one European country is currently relevant, compare a national filing with an EUTM before selecting the route that best fits the actual market plan.

Free Consultation↗

Japan and Other Markets

Pulo can also help plan filings in Japan and other markets based on the brand's actual needs. Search practices, classification, filing procedures, examination, representation requirements, and ongoing maintenance differ by jurisdiction, so each target market should be assessed separately.

  • Trademark clearance
  • Goods and services classification
  • Filing procedure
  • Examination system
  • Representation requirements
  • Ongoing maintenance
Free Consultation↗

International Trademark Filing Routes

The main routes are national filing, regional trademark filing, and the Madrid System. The appropriate route depends on eligibility, existing rights, and target markets.

National Filing

A national application is filed directly in the target country or jurisdiction. If a brand is currently focused on China, the United States, Japan, or another specific market, national filing is often the most direct route. Each office applies its own trademark law and examination standards.

Regional Trademark Filing

Some regions offer a unified system, including the European Union Trade Mark. A brand targeting several EU markets may consider regional protection instead of filing separately in every Member State.

Madrid System

The Madrid System is administered by WIPO and can be used to designate multiple member countries or regions through an international application.

Taiwan is not currently a contracting party to the Madrid System. A Taiwan registration alone does not allow an applicant to file a Madrid application through Taiwan as the Office of origin.

A Taiwan applicant's eligibility depends on having the required nationality, domicile, or real and effective commercial establishment in a Madrid System member and an eligible basic application or registration there. Suitability should therefore be assessed against the applicant's identity, corporate structure, and target markets.

International Trademark Strategy: Which Markets Come First?

A brand does not necessarily need to file in every country at once. Consider these five priorities:

  1. Markets with current sales, distribution, customers, advertising, or other active operations.
  2. Countries planned for cross-border ecommerce, export, retail, investment, or expansion within the next one to three years.
  3. OEM, ODM, manufacturing, or strategically important supply-chain markets.
  4. Countries where licensing, franchising, agency, or distribution arrangements are being prepared.
  5. Markets that may justify early protection because of manufacturing, exposure, partnerships, or market-specific risk, even before launch.

How Pulo Supports Your International Trademark Applications

International portfolio planning should begin with the brand and its market plan, then move through jurisdiction-specific filing and maintenance.

  1. Confirm the brand name, logo, goods or services, and intended markets.
  2. Review relevant earlier marks and key registration risks in each target market.
  3. Set filing countries, priorities, and classes around the business plan and budget.
  4. Prepare application materials and manage the required procedures in each jurisdiction.
  5. Track examination, approval, registration, renewal, and other necessary procedural matters.

Official Resources

These official resources explain the current systems discussed above. Filing decisions should always be checked against the rules and facts applicable at the time.