Identifying primary markets in which to protect a trade mark is key. Territories of interest are likely to be the UK and EU, both of which we can handle now and in the (post-Brexit) future. Beyond the UK and EU, many territories are signatories to the ‘Madrid Protocol’ — a collective filing system that, in most circumstances, can save on time and administration costs.
In most EU countries, rights are granted on a ‘first to file’ basis, as opposed to ‘first to use’. It’s therefore important to apply to protect the brand elements in a speedy and ordered manner, based on the commercial objectives of the business.
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