Instagram started as photo app (Class 9). Added shopping (Class 35), then messaging (Class 38). Filed 3 classes initially = blocked in zero. Filed only Class 9 = competitors steal brand in other classes.
The Expansion Map
Today: Sell software (Class 9). Tomorrow: Add consulting (Class 42). Year 3: Launch conference (Class 41). Map product roadmap to trademark classes. File foreseeable classes upfront = cheaper than reactive filing.
Adjacent Class Protection
Clothing brand (Class 25). File Class 35 (retail services) simultaneously. Prevents competitor opening "YourBrand" stores selling other companies' clothes. Related classes = comprehensive protection.
The Competitor Workaround
You own Class 9 (software). Competitor launches "YourBrand" in Class 42 (consulting services). Customers confused. But no infringement (different classes). File both = prevent split.
Budget Prioritization
Limited budget ($1,500). File 1-2 core classes now. Add classes as revenue grows. Startup: Class 9 only. Series A: Add Classes 35, 42. Series B: Defensive classes. Scale protection with funding.
The Defensive Strategy
Major brand? File classes you'll never use. Nike owns Class 25 (clothing) + Class 9 (software) + Class 35 (retail) + Classes 28, 38, 41. Defensive = prevent dilution.
Geographic Coordination
US filing: 3 classes ($1,050). EU filing: Same 3 classes (€2,700). UK: 3 classes (£510). Total: $4,500 for core protection. Add 10 countries = exponential cost. Prioritize markets + classes together.
The Abandonment Audit
Filed 8 classes. Use only 3. Renewal: $350 × 8 = $2,800. Abandon unused 5 classes? Save $1,750. But competitor could file. Balance cost vs defensive value.
Trademark Lens checks name availability but doesn't recommend class strategy - IP attorney required for portfolio planning across 45 classes.