Brands are potentially the most important aspect of a business, because a brand symbolizes the goodwill and quality of the product or service offered by a company. Just ask the owner of the Coke and Apple brands, which are protected by trademarks. A brand serves as a source identifier that the consumer audience encounters when making a purchase decision.  Often, a consumer chooses to purchase a product or service solely because the product or service is accompanied by a particular word, symbol, design or slogan. Brands can become so valuable that the company cannot risk someone else using their brand. European trade union brand and madrid protocol comparison Fact Sheet In the United States start right in a brand once the mark is used. As soon as a trademark receives federal registration, not only are the actual rights to the trademark expanded, but the ability to exclude others from the use of the trademark becomes much simpler and greater. However, these extensions and protections, granted by federal registration, are exclusively for the United States. In some countries, trademark rights only begin at registration. For example, in China, trademark rights only begin to register; Only trademarks can be applied. The differences between countries around the world between when trademark rights begin and when trademark rights can be applied highlight the importance of investments in international trademark protection. The registration process in the United States and for international applications and registrations can be complicated and time-consuming.
Whether the Madrid Protocol is used for an international trademark application or whether an application should be filed directly with a foreign trademark office should be considered on a case-by-case basis. However, any global company should prioritize the protection of its brands in the most effective way. While registration (in the U.S. and internationally) can be expensive, it would be exponentially more expensive in the long run not to adequately protect trademarks in the countries where the company operates.