Why an International Trade Mark Filing Strategy Matters — and How to Burn Through $50K Without Thinking

Olaf Kretzschmar
Jul 4
4 min read

Let’s say you’re running full speed ahead. You’ve got energy, funding, ambition. You know you need protection in six countries, so you tell your legal assistant: “Just file the trademark in all of them. We’ll pay whatever it costs.”

International trade mark protection - Know how to do it strategically!

That sounds proactive, right?Except now you’re looking at six completely separate national filings — each with its own government fees, legal fees, translation costs, representatives, and post-registration formalities. Some of them even require a local address for service. Suddenly, what could have cost AUD15K–30K strategically has ballooned to AUD55K+.

And here’s the kicker:

You filed the exact same composite mark (logo + name) in every country.
Your logo changes in year two.
Now you need to file again — everywhere.
Your word mark? Never protected at all.

You just spent the cost of a new product launch — or 6 months of marketing — on IP filings that only look protective, but aren’t enforceable when it really matters.

Filing without strategy is like painting your house with €50 notes — expensive, dramatic, and totally pointless.

You don’t need everything. You need the right things, in the right places, at the right time. That’s what filing strategy is for.

Meet GLOWSIP™ — The Brand That Gets It

Let’s say Glowsip is your company. You’ve created the world’s first UV-C smart bottle with a hydration app and glowing reminders. It’s a vibe. You’re scaling across borders, and you're thinking: “Can’t I just file it once in Australia and call it a day?”

The answer is: No! That’s like buying a surfboard and thinking you’re ready for Teahupo’o.

How to Build Your Filing Strategy — Like a Brand Boss

Here’s how we help founders like you lock in a strategy that works now and 3 years from now:

1. Start With the Word Mark

Your brand name — without the logo — is your MVP.Registering a word mark gives you the broadest protection. You can use it in any font, colour, layout, or style.

Your word mark stops others from using a name that sounds or looks similar, even if their logo is different.

2. Decide If You Need a Logo Filing Too

Avoid the “composite only” trap:A composite mark (name + logo together) only protects that exact combo.Change the logo or use the name separately — you may have zero rights.

Is your logo distinctive and central to your brand identity? File it separately.
Is your logo likely to evolve over time?Don’t file it yet — wait until it’s final.

Best practice?

File:

a word mark, always.
a separate logo, if it’s important and ready.
use a composite, only if budget demands a single, short-term filing.

3. Pick the Right Classes (Not Just One!)

Trade Marks are filed by class of goods/services.One of the most common rookie mistakes is filing too narrow.

Example:

Glowsip files only in Class 21 (bottles)... but their smart bottle also has an app.
They forget Class 9 (software).
A competitor launches “GlowZip” — with a hydration app only — and Glowsip has no claim.

Do a full brand use map:

What do you sell?
What else is in the pipeline?
How do you advertise? (Social media, education, training, etc.)

Then choose the relevant classes now — or miss the boat later.

Outsmart Your Competition! Filing Strategy in Action

For Glowsip, the smartest route looks like this:

Step 1: File word mark and logo separately in Australia (base application).
Step 2: Use WIPO Madrid System to cover NZ, USA, Canada, and Germany (or all of EU via EUIPO).
Step 3: File a national application in South Africa (not a WIPO member).
Step 4: Include 2–3 classes (Class 21 for bottles, Class 9 for app/software, Class 35 if there’s online retail).

Cost? Around AUD30K. Coverage? Over 30 countries. Protection Level? LEGENDARY.

From Hero to Zero: The IP Horror Story

Glowsip’s founder skips strategy. Files only a composite mark in Australia.Six months later:

A rival in Canada files “GloSip” — in plain text.
Glowsip updates their logo. Their only registration? Now useless.
Someone in South Africa uses the name “GlowSip” with a triangle logo. Glowsip has no rights.

Legal mess. Lost markets. Investor hesitation. Costly rebrand. All avoidable. All common.

What	Why It Matters
Word Mark First	Covers your brand in any design
Separate Logo Filing	Protects unique visuals
Multiple Classes	Reflects full business scope
WIPO + National Filings	Efficient, expansive coverage
Home Base = Australia	Required for Madrid filings
Avoid All-Nationals Strategy	Saves tens of thousands in the long run

Final Thought: If You Buy Cheap, You Might Buy Twice

Trade Mark protection isn’t just legal — it’s strategic positioning. Get it wrong, and you’ll be paying with legal fees, lost customers, and sleepless nights. Get it right, and you’ll sleep like a founder with global brand rights. Start smart. Stay protected. File like a legend!