Definition
A trade mark is a sign used to distinguish the goods and services of one company from those of others in the market. A trade mark will grant you the exclusive right to use that particular sign in relation to certain categories of goods and services. Trade marks can consist of words, names, phrases, symbols, designs, images, distinctive features or a combination of these elements that can be represented graphically.
It has to be noted that the list of signs or elements that can be considered as trade marks in Europe (for example 3D shapes, colours, scents, holographic images) may vary from country to country. A trade mark can make a substantial difference with regard to a company’s market success. A good trade mark is a distinctive and yet memorable one.
IP Helpdesk Publications on Trade Marks
Trade Marks in Africa

Company X, a well-known company from the EU with branch offices in West and East Africa, decided to have one of their trade marks registered in Cameroon and with the Organisation Africaine de la Propriété Intellectuelle (OAPI) in international class 3.

Company X, a prominent Algerian textile manufacturer with over two decades of experience, is renowned for its high-quality fabrics and innovative designs. The company has a robust portfolio of registered trade marks, including its brand name, logo, and product-specific marks.

Company X, a well-known Italian company, planned to expand its operations into Africa, focusing on launching a range of tobacco products in various countries, including Senegal. Recognising the importance of protecting their brand in this new market, the company approached a reputable legal firm.

Trade mark registration is a crucial step for businesses and individuals looking to protect their brands and intellectual property. In Ghana, as in many other jurisdictions, trade marks serve as an essential tool in establishing brand identity.

Online piracy and trade mark infringement remain significant challenges for businesses in the rapidly evolving digital age. Despite businesses raising serious concerns and exploring various means to manage online piracy and trade mark infringement, the challenges persist.

In January 2021, a French clothing brand company, Doblörf Inc.(“Doblörf”), filed an application in France for the registration of the word mark “Our Millennial People”. The word mark was printed on branded T-shirts and attracted unprecedented patronage and fame to the company.

Gamut Tech, a multinational technology company, recognised the potential of the Mozambican market and decided to expand its operations into the country.
OAPI - IP Case Study - OAPI Trade mark registration

In today's increasingly globalized economy, trademark registration is a vital component for businesses looking to establish and protect their brand identity in any jurisdiction where they operate.
Company A, which produces a variety of snacks and beverages, owns several trade marks for their products. Each trade mark is distinct but shares a common brand element. The company decided to expand its product line to include a new range of energy bars.
On 1 October 2018, a sportswear manufacturer based in the Netherlands, and selling its products in Egypt, identified a large retail shop in Cairo selling non-original shoes with their registered trademark.

Joint guide of the International IP SME Heldepsk on the Madrid System.
An Italian company applied to register a trade mark for the name of its pasta sauce. The application was filed on a ‘proposed to be used’ basis because the company had not yet started importing its trade marked goods into Zimbabwe.
Trade Marks in China

In recent years, Artificial Intelligence (“AI”) has become a part of the tools that European and SMP SMEs use every day, from recommendation engines and chatbots to computer vision quality control and generative systems that draft or illustrate content.

Arnaud is a family-owned meat processing company based in France. For various reasons, the SME’s China market entry plans had to be postponed until 2023 when Arnaud visited China, with full protection of their trademark. It was then discovered that the trademark's protection would soon expire.

SMLT Art is a Lithuanian SME that produces high quality fine art paper products. In 2024, the SME was informed by a Chinese trademark agency that a Chinese company was trying to register a similar trademark in China.

The SME maintains an online mailing service that helps people around the world connect through sending and receiving postcards. The SME contacted the China IP SME Helpdesk back in August 2021, because they had noticed that someone had already registered the trademark in China in September 2020.

The value of the perfume market in Mainland China and Hong Kong has been continuously growing. For European perfume companies, attending cosmetics trade fairs in Mainland China or Hong Kong is an essential step in international branding strategy.

A European SME designs and produces linen products. The SME had not yet entered the China market when it was contacted by an IP law firm in China about their trademark being registered by someone in China, potentially in bad faith.

Joint guide of the International IP SME Heldepsk on the Madrid System.

Explore our guide 'How to internationally protect your trademark through the Madrid system?'. This guide provides an overview of the steps to take to protect your trademark across South-East Asia, China, India and Latin America in a cost effective way using the Madrid system.
Trade Marks in India

In recent years, Artificial Intelligence (“AI”) has become a part of the tools that European and SMP SMEs use every day, from recommendation engines and chatbots to computer vision quality control and generative systems that draft or illustrate content.

Joint guide of the International IP SME Heldepsk on the Madrid System.

Explore our guide 'How to internationally protect your trademark through the Madrid system?'. This guide provides an overview of the steps to take to protect your trademark across South-East Asia, China, India and Latin America in a cost effective way using the Madrid system.
Trade Marks in Latin America

Useful document (In Brazilian and English)

In recent years, Artificial Intelligence (“AI”) has become a part of the tools that European and SMP SMEs use every day, from recommendation engines and chatbots to computer vision quality control and generative systems that draft or illustrate content.

Trade marks in Latin America in a nutshell: An administrative shortlist per country

Infographic (1 page)

Infographic (1 page)

Trade mark protection strategy in Latin America

FS best practices when registering your trade mark in LA

Joint guide of the International IP SME Heldepsk on the Madrid System.

Explore our guide 'How to internationally protect your trademark through the Madrid system?'. This guide provides an overview of the steps to take to protect your trademark across South-East Asia, China, India and Latin America in a cost effective way using the Madrid system.
Trade Marks in South-East Asia

In this episode of the South-East Asia IP SME Helpdesk’s IP’spresso Vodcast, IP expert Elio Di Tulio discusses the opportunities and IP challenges for European SMEs in Vietnam’s agri-food sector.

In recent years, Artificial Intelligence (“AI”) has become a part of the tools that European and SMP SMEs use every day, from recommendation engines and chatbots to computer vision quality control and generative systems that draft or illustrate content.

SEA has seen rapid growth in its consumer market, particularly for beauty, personal care, and health products. It is now viewed as a key future market for the global cosmetic industry.

Joint guide of the International IP SME Heldepsk on the Madrid System.

Explore our guide 'How to internationally protect your trademark through the Madrid system?'. This guide provides an overview of the steps to take to protect your trademark across South-East Asia, China, India and Latin America in a cost effective way using the Madrid system.

Explore our comprehensive 'Guide to trademark protection in South-East Asia': covering trademark basics, registration processes, and enforcement mechanisms across South-East Asia. It's the key to safeguarding your assets effectively in the region.
How can trade marks be protected?
Trade marks can be protected through registration. Trade mark registration protects your brand value, defends against rival marks, defines your rights and prevents counterfeiting and fraud.
In many countries, so-called well-known trade marks are also protected without being registered. Such obligation results from the provisions of the Paris Convention for the Protection of Industrial Property and the TRIPS Agreement.
Furthermore, in common law countries (such as the UK and Cyprus), unregistered trade marks can also be protected under so-called passing off law. Passing off is a common law tort and protects the goodwill of a trader from a misrepresentation. In other words, it prevents one trader from misrepresenting goods or services as being the goods and services of someone else.
Should I register my trade mark in every country?
Yes. Trade marks are territorial so you need to register them in every country you want to do business in.
What is an international trade mark?
An international trade mark does not exist. There is, however, a trade mark registered in multiple countries.
What is the Madrid system?
The Madrid system is an international treaty that allows you to register trade marks in multiple countries at the same time.
Can I register my trade mark in China through the Madrid System?
Yes. You should, however, take into consideration that China uses a different classification of subclasses than EU countries. Despite the fact that both country and region use the Nice Classification, China uses a different classification method of subclasses.
When companies use the Madrid System for registering their trade marks in China, they should double check in advance if the subclasses they are applying to provide full protection for their products.
How long can I protect my trade mark?
Unlike other intellectual property rights (patents, designs, copyrights), you can hold the right to your trade mark indefinitely. However, in order for your trade mark to be protected, it has to be renewed on a regular basis. The period of trade mark protection may vary, but is usually ten years and it can be renewed indefinitely upon payment of additional fees.
You should notice that, for most countries, it is the trade mark owner’s responsibility to observe the time limit for renewal. However, national IP offices will usually inform you or your representative a few months before the expiry date that your trade mark is due for renewal. The same applies for European Union Trade Marks (EUTMs) issued by the European Union Intellectual Property Office (EUIPO).
The EUIPO will generally inform you, or your representative, six months before the expiry date that your EUTM is due for renewal. Moreover, any other person holding a right to your EUTM, e.g. a licensee, will also be informed by the EUIPO.
Do I need to register my trade mark in South-East Asia?
In order to enable you to be owner of the trade mark in the countries of your interest in South-East Asia, you need to register it in those countries. A European-registered trade mark is not protected in third countries if it is not registered there as well. Remember that the majority of countries in South-East Asia operate a first-to-file system, meaning that the person or company first submitting a valid application will own the mark. A trade mark does not generally have to be in use before it can be applied for or registered, although all applications for registration should be on the basis that there is existing use or a clear intention to use the mark in the course of trade. The 11 Intellectual Property Rights in South-East Asia: FAQ to the Helpdesk - May 2016 trade mark registry office may require proof of use whilst examining the trade mark application.
How important is it to adapt the trade mark to local scripts in South-East Asia?
As the registration of a trade mark in original Roman characters does not automatically protect the trade mark against the use or registration of the same or similar trade mark written in local scripts used in particular countries of South-East Asia, such as Vietnamese, Tamil, Thai, Lao, Burmese or Khmer, it is highly advisable to also register a version of your trade mark in the script used in the South-East Asia country of interest. Furthermore, if there is no existing character name for your brand in a local script, it is very likely that one will be adopted by local consumers either by way of translation or by transliteration, and not necessarily with the connotations or image that you would wish to convey.
Can the shape of my food product be registered as a trade mark?
Yes, but only if it is distinctive and if the legislation of the country of interest allows 3D trade marks registration.
Can I use the name of a compound as a Trade Mark?
Compounds and molecules are considered generic names so they cannot be used as Trade Marks.
Where can I file my trade mark application form in Argentina?
There are two options:
- Online via the INPI webpage: Scanned documents supporting the data stated in the application form must also be attached (if required), before finishing the processing. After that, an electronic payment slip, to be paid via any payment method suggested on the website, will appear. Homebanking is also accepted. Within 24 hours following the payment, you can access the website and see the reference number assigned to your application.
- In person at INPI’s offices: A search to see if the trade mark is available can be performed in the Trade Mark Reports Desk (Mesa de Informes de Marcas) located on the bottom floor of INPI’s building. Afterwards, you should pay the registration application fee in the Cash Office (Tesorería) located on the ground floor and then submit the application form duly filled in by the applicant at the General Reception Desk (Mesa General de Entradas).
The application form can be submitted in person by any person that complies with the abovementioned requirements (Federal capital domicile), including certified IP agents or representatives. The representatives must submit a copy of the Power of Attorney signed by them declaring on oath that he/she is faithful to the original and that it empowers him/her to act as such.
- By mail: Applications must be sent by Argentinean postal service using a postal order with the name INPI 5100/622 RECAUDADORA FF 12 with the corresponding fees, the corresponding mail certificate and forms. They should all be sent in the same envelope to: I.N.P.I. - (Sección Mesa de Entradas) Av. Paseo Colón 717 – 1er Piso. CP 1063 – Capital Federal.
After submission, we recommend to check the Trademark Bulletin (Boletín de Marcas) within 10 or 15 days to see if INPI has made observations on the registration application so that you have time to rectify it and be able to proceed with the application.
How long does trade mark protection last in Brazil?
Trade mark protection lasts 10 years from the granting date and can be indefinitely renewed each ten years.



