International Trade Marks & When You Need Them
Trade marks don’t travel.
In this episode of Elise Explains IP, Elise breaks down the practical realities of international trade mark protection — when you need it, how to approach it, and what can go wrong if you delay.
From manufacturing risks to eCommerce expansion, this episode explains why global business requires a global brand strategy.
Why trade marks are territorial
Registering with IP Australia protects you in Australia only — not overseas. Every country has its own system and its own register.
Manufacturing risks in first-to-file jurisdictions
Countries like China operate on a strict first-to-file basis, meaning suppliers, distributors, or trade mark squatters can register your brand before you do — potentially blocking exports or forcing you to buy your own brand back.
Real-world disputes
Luxury brand Jimmy Choo faced lengthy litigation in China after a third party registered a Chinese version of its name.
Australian wine icon Penfolds has also encountered ongoing disputes involving similar marks and branding in the Chinese market.
These cases illustrate a key lesson: reputation does not equal ownership.
Expansion risks
Entering a new market where someone else owns your mark can result in:
Marketplace takedowns
Customs blocks
Licensing demands
Rebranding costs
The eCommerce trap
Global shipping, international pricing, and cross-border marketing can amount to overseas trade mark use — even for small online stores.
Two international filing pathways explained
• Convention applications — separate filings in each country within 6 months of your Australian filing, offering independence and flexibility.
• Madrid Protocol applications through the World Intellectual Property Organization — streamlined international filing with central management, but exposure to “central attack” risk during the first five years.
You should be considering overseas protection if:
You manufacture offshore
You plan to expand internationally within 12 months
You operate borderless eCommerce
Investors are reviewing your IP position
Your brand is central to business value
International trade marks aren’t about prestige — they’re about risk management.
Filing early in key jurisdictions can protect:
Your supply chain
Your market access
Your brand value
Your scalability
Because reclaiming a brand once someone else owns it overseas is far more expensive than protecting it early.
This podcast provides general information only and does not constitute legal advice.
Book a strategy call with me via my website: elisesteegstra.com.
