Full global trademark coverage costs $50K+. Most small businesses don't need it. Here's how to protect strategically based on actual risk and budget.
The Cost Reality
Filing in each country individually: $1,500-$5,000 per country (filing fees plus local attorney). Madrid Protocol (centralized filing): $3,000-$10,000 base plus $300-$800 per designated country. EU trademark (EUTM): $1,200-$2,500 for all 27 EU member states.
Priority Framework
Tier 1: Must File (Where you actively do business)
File trademark protection in every country where you have: Physical presence, significant revenue, customer contracts, or manufacturing. No exceptions.
Tier 2: Should File (Near-term expansion)
Countries where you'll expand within 24 months. Filing now prevents problems later. Cheaper to file before expansion than to clear conflicts after.
Tier 3: Consider Filing (Strategic protection)
Markets where competitors might register your mark to block you. China is notorious for this. If a market is strategically important even without current revenue, consider defensive filing.
Tier 4: Skip for Now (Can file later if needed)
Markets where you have no presence, no expansion plans, and no competitive threat. Don't file everywhere "just in case."
The China Exception
China is first-to-file, not first-to-use. Someone can register your trademark there before you enter the market, then block you or demand payment. If China is anywhere in your 5-year plan, file now.
Budget Allocation Strategy
$5,000 Budget
Home country filing plus one major market (US or EU). Skip everything else until revenue supports expansion.
$15,000 Budget
Home country, US (if not home), EU (via EUTM), and China defensive filing. Covers major markets and primary risk areas.
$30,000+ Budget
Add individual filings for Australia, Canada, Japan, and other expansion targets. Madrid Protocol becomes cost-effective at this level.
Madrid Protocol: Worth It?
When Madrid Makes Sense
Filing in 5+ countries. Centralized administration. Single renewal process. Easier portfolio management for growing businesses.
When Madrid Doesn't Make Sense
Fewer than 5 countries (individual filings may be cheaper). Countries not covered by Madrid (some important markets). Need for local legal relationships in key markets.
Timing Considerations
Most countries recognize a 6-month priority period from first filing. File in home country, then use priority to file elsewhere within 6 months with same priority date. This creates breathing room for budget planning.
The Common Mistakes
Filing Everywhere on Day One
Startup burns $30K on international trademarks before product-market fit. Company pivots. Trademarks become irrelevant. Money wasted.
Filing Nowhere
Opposite extreme. Startup grows internationally with no trademark protection. Competitor registers their name in Germany. Chaos ensues.
Ignoring Renewal Costs
Each trademark requires renewal every 10 years. 20 country registrations x $500 renewal = $10K every decade. Budget for maintenance, not just acquisition.
Trademark Lens searches across US, UK, and EU trademark databases - understand where conflicts exist before planning your international filing strategy.