Country Guides
Every country has its own trademark system, fees, and filing requirements. Understanding these differences is critical to an effective brand protection strategy. Explore our guides for the world's most important trademark jurisdictions. New to the process? See How It Works.
Last updated: May 2026
Key Concepts for International Filing
First-to-File vs. First-to-Use
In first-to-file countries (China, EU, Japan), whoever files first owns the mark. In first-to-use countries (US, UK, Australia), prior commercial use can establish rights, but registration still provides much stronger protection.
Madrid Protocol
An international treaty (130+ countries) that allows extending a home registration to other countries through WIPO. All 9 priority jurisdictions are members. We recommend direct national filings for key markets for maximum protection.
Local Attorney Requirements
Many countries require foreign applicants to appoint a local registered agent. This is included in our serviceour global network of associates handles local representation in every jurisdiction we cover.
United States
World's largest trademark registry. US-licensed attorney representation is mandatory for applicants domiciled outside the US. Applications can be filed on an intent-to-use basis.
European Union
Single filing covers all 27 EU member states. One of the most cost-effective ways to protect a brand across Europe. Opposition rate is moderate.
United Kingdom
Post-Brexit, UK trademarks are separate from EU marks. Fast examination and relatively low opposition rate. No local attorney requirement for foreign applicants.
India
Large and growing market with first-to-use principles. Examination backlogs can extend timelines. Expedited examination is available for an additional government fee.
China
Strictly first-to-file. Trademark squatting is extremely common. File early, even before entering the Chinese market. Subclass system adds complexity beyond the standard Nice classification.
Canada
One of the slowest trademark offices globally due to examination backlogs. Joined the Madrid Protocol in 2019. No requirement to prove use at the time of filing.
Japan
Rigorous examination process with high standards. Local attorney (benrishi) required for foreign filers. Registration fees are split into filing and registration payments.
South Korea
Active examination process with substantive review. K-brand and K-beauty sectors drive high filing volumes. Local patent attorney required for foreign applicants.
Australia
Efficient examination process with clear guidelines. No local attorney requirement. Foreign applicants can file directly. Common-law rights recognized alongside registration.
Side-by-Side Comparison
| Jurisdiction | Timeline | From | System | Local Attorney | Madrid | Official Office |
|---|---|---|---|---|---|---|
| 🇺🇸United States | 8–12 months | $200 |
First-to-Use
|
Required for foreign applicants | ✓ | USPTO ↗ |
| 🇪🇺European Union | 4–6 months | $300 |
First-to-File
|
Not required (EEA applicants) | ✓ | EUIPO ↗ |
| 🇬🇧United Kingdom | 4–6 months | $350 |
First-to-Use
|
Not required | ✓ | UKIPO ↗ |
| 🇮🇳India | 12–24 months | $75 |
First-to-Use
|
Required for foreign applicants | ✓ | CGPDTM ↗ |
| 🇨🇳China | 9–14 months | $300 |
First-to-File
|
Required for foreign applicants | ✓ | CNIPA ↗ |
| 🇨🇦Canada | 24–30 months | $200 |
First-to-Use
|
Required for foreign applicants | ✓ | CIPO ↗ |
| 🇯🇵Japan | 12–18 months | $250 |
First-to-File
|
Required for foreign applicants | ✓ | JPO ↗ |
| 🇰🇷South Korea | 12–15 months | $400 |
First-to-File
|
Required for foreign applicants | ✓ | KIPO ↗ |
| 🇦🇺Australia | 7–10 months | $250 |
First-to-Use
|
Not required | ✓ | IP Australia ↗ |
International Filing Strategy Tips
File in China Early, Even If You Don't Sell There Yet
China is strictly first-to-file, and trademark squatting is endemic. Squatters register foreign brand names pre-emptively and demand payment for transfer. Filing proactively in China costs a fraction of what it costs to fight a squatter later. If your product might ever reach China (including via re-sellers or e-commerce), file now. Learn more about first-to-file vs. first-to-use.
Consider the EU for Cost-Effective European Coverage
A single EU trademark (EUTM) covers all 27 member states for one fee. Far cheaper than filing nationally in even 3–4 EU countries. If you do business anywhere in Europe, an EUTM is almost always the right choice. Post-Brexit, the UK requires a separate filing.
File Before You Launch in New Markets
In first-to-file countries (most of Asia, Europe, and Latin America), someone else could register your brand name before you arrive. Always file trademark applications before announcing market entry, attending trade shows, or launching e-commerce in a new region.
Balance Speed vs. Cost When Choosing Jurisdictions
Some offices are fast (EU: 4–6 months, UK: 4–6 months, Australia: 7–10 months) while others are slow (Canada: 24–30 months, India: 12–24 months). If you need protection quickly for enforcement or platform requirements (e.g., Amazon Brand Registry), prioritize faster jurisdictions.
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