Published on october 20, 2026.
From a Local Trademark to an International Trademark: When Should You Consider the Madrid System?
Registering a trademark in your home market is an essential step toward building a strong business asset. However, when a company begins selling products, providing services, or planning expansion into other countries, a new question arises: when should trademark protection be extended internationally?
For many businesses, the WIPO Madrid System can become a strategic tool to support international growth. In 2025, approximately 64,150 international trademark applications were filed through the system, which currently covers 132 countries through 116 members.
When should you consider the Madrid System?
There is no single right moment for every company. However, certain circumstances may indicate that it is time to review your international trademark protection strategy.
One of them is expansion into new markets. If a Mexican company begins selling products or providing services in the United States, Europe, Asia, or other Madrid System member territories, protecting its trademark in those markets can become an important part of its international expansion strategy.
The Madrid System may also be relevant when a company has concrete international growth plans. Planning ahead allows businesses to assess trademark availability in their target markets and determine where protection should be sought before making significant investments in distribution, advertising, infrastructure, or trademark positioning.
The Madrid System allows an international application to be based on a national or regional trademark application or registration, using one application, one language, and one set of fees. However, each designated intellectual property office conducts its own substantive examination under its domestic legislation.
Mexico is also gaining importance
Recent data highlights Mexico’s growing relevance within international trademark expansion strategies. In 2025, Mexico received 2,325 subsequent designations, representing 13.6% growth and making it the Madrid System member that received the highest number of subsequent designations that year.
This points to an important trend: companies are not only building local trademarks; they are also progressively expanding trademark protection as their operations and export markets grow.
Is your trademark ready for the next step?
International trademark protection requires planning. Before seeking protection in other countries, businesses should assess their target markets, trademark availability, the goods and services to be protected, and their broader expansion strategy.
At Merida IP, we can help you evaluate your trademark protection strategy and determine the most appropriate options to support your international expansion.
Contact us to discuss your case and protect one of your company’s most valuable assets.
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