Trademarks in the EU answering popular questions 2025

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In 2024, 86% of European companies encountering trademark infringements reported direct financial losses and decreased customer trust. Even more telling: according to EUIPO data, 1 in 4 startups in the EU face legal barriers when expanding into new markets precisely due to weak brand protection.
Why do even experienced entrepreneurs, investing in innovation and marketing, lose ground due to underestimating the role of intellectual property in the EU? How can costly mistakes be avoided and trademark registration turned into a strategic advantage?

Over the years, the COREDO team has often observed how timely trademark registration in the European Union becomes a key success factor for international companies, IT startups, and e-commerce projects. In the rapidly digitizing environment, cross-border competition, and tightening compliance procedures, intelligent management of intellectual assets is not just a formality but a tool for business growth and protection.

In this article, I will thoroughly discuss the most pressing issues faced by entrepreneurs from Europe, Asia, and the CIS: from choosing a registration strategy to the subtleties of legal protection and tax planning. If you want to understand how EU trademark registration can become your competitive advantage and how to avoid typical pitfalls: read on. Here you will find not only answers but also practical tools, proven by COREDO’s experience.

Trademark in the EU: what it is and why it is needed

Illustration for the section "Trademark in the EU: what it is and why it is needed" in the article "Trademarks in the EU - answering popular questions - 2025"
Keywords: trademarks in the EU, European trademark, intellectual property in the EU, advantages of the European trademark
LSI: EUIPO, trademark protection, commercial identity, brand strategy

European trademark: what is it and why?

The European Union Trade Mark (EUTM) is a unified legal tool that provides legal protection for a trademark in all EU countries through a centralized procedure in EUIPO. Unlike national registration, EUTM ensures commercial identity protection and provides cross-border brand protection, which is crucial for companies operating in multiple jurisdictions.

COREDO’s practice confirms: for international holdings, IT companies, and startups aimed at scaling, the registration of a European trademark becomes the foundation of brand strategy and effective protection of intellectual assets. This approach minimizes the risks of copying, parallel imports, and unfair competition.

Registration of a trademark in the EU, advantages

  • Cross-border protection: One registered EUTM provides legal protection in all 27 EU countries, significantly reducing the costs of legal support and monitoring violations.
  • Simplification of entering EU markets: Centralized registration through EUIPO allows quick launching of new products and services without spending time on separate national procedures.
  • Increase in brand value: According to recent WIPO research, having a registered trademark in the EU increases the company’s investment attractiveness and eases M&A transactions, franchising, and licensing.
  • Flexibility for multi-product companies: Strategic reserving of Nice Classification classes allows protecting not only current but also future business directions.
COREDO’s completed projects show: a well-structured IP rights portfolio management strategy not only protects the brand but also monetizes intellectual assets through licensing and cross-border agreements.

Thus, EUTM registration becomes the foundation for successful brand promotion in Europe and optimization of IP asset management.

Trademark registration in the EU: step by step

Illustration for the section "Trademark registration in the EU: step by step" in the article "Trademarks in the EU - answering popular questions - 2025"
Keywords: trademark registration in the European Union, EU trademark registration procedure, EUIPO trademark, electronic registration certificate
LSI: EUIPO, electronic application submission, EUIPO bulletin, opposition period, Nice Classification, Due Diligence TM

How to register a trademark in the EU?

The procedure of trademark registration in the European Union includes several key stages:
  1. Search and preliminary uniqueness check: Using EUIPO tools and international databases helps identify potential conflicts and minimize opposition risks. COREDO’s experience shows that quality due diligence TM at this stage reduces the likelihood of refusal by 40%.
  2. Choosing Nice Classification classes for the EU: Classification according to the Nice Classification of Goods and Services determines the scope of legal protection. For multi-product and IT companies, it’s crucial to strategically reserve classes considering future expansion.
  3. Preparation and application submission: The application is submitted through the EUIPO electronic portal, including applicant details, trademark image, list of Nice Classification classes, and supporting documents.
  4. Examination and publication: After a formal check, the application is published in the EUIPO bulletin. This marks the start of a three-month opposition period.
  5. Receiving electronic registration certificate: In the absence of opposition or successful resolution of disputes, an electronic certificate is issued, confirming legal protection in all EU countries.
For IT companies and startups, the COREDO team has developed special algorithms for selecting Nice Classification classes, considering the specifics of SaaS, mobile applications, and digital services.

How much does trademark registration cost?

  • Cost of trademark registration: The basic EUIPO fee for submitting an application is 850 euros for one class, plus 50 euros for the second class and 150 euros for each subsequent class. Additional expenses may arise if legal support or filing objections are needed.
  • Trademark validity period: The European trademark is valid for 10 years with the possibility of unlimited renewal for similar periods upon payment of the corresponding fees.
  • Renewal of trademark in the EU: The renewal application is submitted through the EUIPO personal account no earlier than 6 months before the expiration date.

Application submission and opposition period

After submission, the application is published in the official EUIPO bulletin. Within three months, any interested parties may file opposition if they believe that the registration infringes upon their rights.
During this period, it is extremely important to promptly respond to notifications and prepare a reasoned position – here, COREDO’s experience in handling opposition procedures is particularly in demand.

Grounds for refusal and trademark opposition

Illustration for the section "Grounds for refusal and trademark opposition" in the article "Trademarks in the EU - answering popular questions - 2025"
Keywords: refusal of trademark registration, opposition during trademark registration, risks of trademark registration in the EU
LSI: absolute and relative grounds for refusal, third-party opposition, court practice in TM disputes in the EU

Absolute and relative grounds for refusal

According to EUIPO practice, the refusal of trademark registration in the EU may be due to:
  • Absolute grounds: lack of distinctiveness, overly generic or descriptive designation, similarity to state symbols, violation of public order.
  • Relative grounds: existence of previously registered trademarks with a high degree of similarity, infringement of third-party rights, overlap with Nice Classification classes.

A common mistake companies make is incorrect choice of Nice Classification classes or trying to register a designation already occupied in neighboring markets. The solution developed at COREDO includes automated checks across all relevant databases and analysis of court precedents on TM in the EU.

What to do in case of third-party objections

If opposition is filed against your application, it is important to:
  • Promptly analyze the grounds for objection and gather evidence of good faith use or distinctive character.
  • Prepare a motivated response and, if necessary, enter negotiations with the opponent.
  • In case of refusal, initiate an appeal procedure in the EUIPO Board of Appeal or take the case to the EU Court.
COREDO’s practice shows that a sound legal strategy and quality document preparation allow for successful challenges to refusals and protection of TM rights even in complex situations.

Trademark registration: national, European, international

Illustration for the section "Trademark registration: national, European, international" in the article "Trademarks in the EU - answering popular questions - 2025"
Keywords: national trademark registration, international trademark registration, difference between national and European registration
LSI: national patent office, Madrid Protocol, cross-border licensing, collective and certification marks

When to choose a national or European trademark

Criterion National registration European Trademark (EUTM) International registration (Madrid Protocol)
Coverage One country All EU countries Up to 100+ countries
Cost Low Medium High (depends on the number of countries)
Review period 6-12 months 4-8 months 12-18 months
Opposition period 2-3 months 3 months 12-18 months
Strategic advantages Local protection Centralized management Global expansion

For companies operating in only one country, national registration is more practical. If expansion into several EU countries is planned or cross-border licensing is required, EUTM becomes the optimal choice. For multi-product companies, it’s important to strategically reserve Nice Classification classes with growth prospects in mind.

Trademark registration under the Madrid Protocol

The Madrid Protocol allows obtaining trademark protection in over 100 countries, including the EU, through one application. On the other hand, it’s important to consider that refusal in one country may not affect registration in others, and the cost of the procedure depends on the number of chosen jurisdictions.
COREDO’s experience shows that for global brands and franchising networks, international registration is a key tool for scaling and cross-border protection.

Trademark Protection in Europe

Illustration for the section "Trademark Protection in Europe" in the article "Trademarks in the EU - answering popular questions - 2025"
Keywords: brand protection in Europe, trademark rights protection in the EU, monitoring trademark rights violations in the EU
LSI: digital enforcement, automation of violation monitoring, legal protection and compensation claims, parallel import and TM, compliance procedures for TM

How to protect a trademark from copying

Modern tools for monitoring trademark rights violations in the EU include automated counterfeit search systems and digital enforcement: addressing violations on e-commerce platforms and social networks. Solutions implemented by COREDO for international clients allow tracking unauthorized brand use in real-time and promptly initiating legal protection.

Recent court precedents confirm: companies investing in monitoring automation and establishing compliance procedures for TM significantly reduce reputational and financial risks.

Franchising or license: what to choose?

A registered European trademark opens up wide opportunities for franchising, licensing, and cross-border agreements. For M&A transactions, transfer, or sale of TM rights, notarization and thorough due diligence are required. COREDO practice shows that quality document preparation and EUIPO procedure compliance significantly speed up deals and minimize tax risks.

Trademark protection in e-commerce and D2C

In the e-commerce and D2C segment, trademark protection becomes especially important: speed of response to violations, integration of TM into the marketing strategy, and collaboration with platforms for digital enforcement are critical. For IT companies and startups, the COREDO team recommends the implementation of automated monitoring systems and regular updating of the IP rights portfolio, considering new business directions.

Trademark Management and Taxes

Keywords: trademark portfolio management strategy, tax aspects of TM ownership, brand valuation
LSI: IP rights portfolio, intangible asset valuation, tax planning, due diligence TM, branding update

Trademark valuation: due diligence and cost

Trademark due diligence includes checking legal purity, analyzing court disputes, assessing parallel import risks, and compliance procedures. Brand valuation is made considering market position, reputational assets, and monetization potential.
COREDO’s experience shows: ROI from TM registration in the EU for international businesses often exceeds 300% due to increased capitalization and investment attractiveness.

Advantages of a trademark for business

Owning a registered trademark in the EU opens opportunities for tax planning: using IP holding structures, optimizing royalty payments, reducing tax burden under international agreements.
For large portfolios, COREDO recommends automating compliance and integrating TM management into the overall financial strategy of the holding.

Impact of rebranding on TM rights

Rebranding or business expansion requires timely updating of the trademark portfolio and making changes in EUIPO. For long-term protection, it’s important to strategically reserve new Nice Classification classes and regularly audit IP rights. COREDO solutions help minimize the risk of rights loss during brand updating and ensure continuity of legal protection.

Legal Support: what is it?

Keywords: legal support for TM registration, compliance procedures for TM
LSI: compliance automation, tools for large portfolios, integration of TM into marketing strategy

How to choose a legal partner

Key criteria for choosing a legal partner for trademark registration and protection:
  • Deep expertise in international intellectual property law and EU court practice.
  • Experience with cross-border projects, franchising, and licensing.
  • Availability of automated monitoring and compliance tools.
  • Transparency in communications and readiness to accompany the client at all stages, from due diligence to legal protection.
The COREDO team has executed dozens of projects for comprehensive TM registration and protection support in the EU, Asia, and the Middle East, allowing us to offer solutions tailored to each client’s business specifics.

Practical steps for business

Checklist for TM registration and protection in the EU:

  • Conduct a TM uniqueness search and risk analysis.
  • Determine strategy and choose Nice Classification classes.
  • Prepare and submit an application through EUIPO.
  • Monitor publication and opposition period.
  • Obtain the electronic registration certificate.
  • Set up automated monitoring of violations.
  • Develop a tax strategy considering TM ownership.
  • Regularly audit and update the IP rights portfolio.

Common mistakes to avoid:

  • Ignoring preliminary search and due diligence.
  • Incorrect choice of Nice Classification classes.
  • Untimely renewal or updating of rights.
  • Lack of a system for monitoring violations and digital enforcement.

Key conclusions and practical advice

  • European trademark – is not only a legal protection tool but also a strategic asset influencing brand value, investment attractiveness, and scaling opportunities.
  • A comprehensive approach to TM registration, monitoring, and portfolio management minimizes legal and reputational risks.
  • For startups, IT companies, and international holdings, registering a trademark in the EU becomes a mandatory element of the strategy for entering new markets and protecting intellectual assets.
  • COREDO’s practice proves: competent legal support, compliance automation, and integration of TM into the marketing strategy are key factors for long-term success.
If you want to get an individual consultation or a checklist on trademark registration and protection in the EU, the COREDO team is always ready to share their experience and help your business move to a new level of protection and growth.
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