How to register a trademark in the EU with funding?

In the EU, trademarks can be registered. Applications in this regard should be directed to the European Union Intellectual Property Office (EUIPO). Are you wondering what exactly a trademark is and why it's worth registering it with the EUIPO? What is the difference between national registration and European registration? Does registering a trademark in the EU guarantee international protection? In this article, you will find answers to questions about the benefits associated with the publication of a trademark in the European Union Trademark Register and what you need to do to receive funding from the Small and Medium Enterprises Fund*. Check how to save up to 1500 euros!

What is a trademark?

A EU trademark can be any sign consisting of words or letters, numbers, drawings, colours, shapes of goods or their packaging, and sounds. This means that trademarks can be represented in a form other than a graphic one - the office accepts many different formats. It is important that it meets certain criteria, namely:

It has a distinctive character allowing consumers to properly identify the marked product as a product of your enterprise.

It avoids explicitly defining the type of product or service.

How does this look in practice? Take a look at the Go2Market trademarks in 2 formats. The first one contains a graphic logo with a visible letter "G" and a distinctive visual identity for the company. The second is a textual version containing a name, a typical font for the enterprise, and colour scheme.

Fig. 1 Graphic logo Go2Market

Fig. 2 Text logo Go2Market

Both variants are correct because they allow easy identification and are free from prohibited references to activities, e.g., Amazon Agency or Amazon Service. Remember that if you intend to use your trademark on a marketplace, you must ensure that the text visible on the product packaging is consistent with the trademark you are registering (the same letter case and spelling).

What trademarks can be used on the Amazon platform?

The largest sales portal in the world allows the registration of a registered trademark in the Amazon Brand Registry. This gives the owner protection against abuse, and guarantees customers that they will receive an original product. Find out what you need to do to protect your brand from misuse and protect buyers from frauds. The #Amazon platform requires you to submit the identical graphics that you presented in the application to the patent office. Keep in mind that this e-commerce portal does not accept trademarks that consist solely of a graphic logo. The first step is to obtain an EUIPO certificate. With this, you will prove that your brand has been registered in all EU member states and qualifies for sale in all European markets offered by this giant. What trademarks can you use on this platform? 

Graphic logo

Text logo.

Be sure to maintain the same spelling and letter case to avoid the rejection of the application and additional formalities.

How to obtain funding for trademark registration at EUIPO?

Registration of one class of goods and services at EUIPO costs 850 euros. The cost for an additional one is 50 euros, and for 3 or more - 150 euros. For this amount, you receive trademark protection for 10 years. It can then be renewed every decade. Particularly for small start-up companies, the amount of this fee may be a barrier, hence they can apply for funding from the Small and Medium Enterprises Fund. The maximum amount is 1500 euros. The Fund provides the entrepreneur with vouchers with a validity period of 4 months. Within this time, the brand must be registered, paid for, and only then can the costs be reimbursed. Remember to wait to register the trademark until you receive a decision regarding the voucher grant. What documents will you need? Before applying, make sure to prepare:

An extract from the company bank account with the name of the enterprise, IBAN number, country code and BIC/SWIFT code.

VAT certificate.

Or a certificate of holding a national registration number.

If you have doubts or prefer to rely on experts, contact us! An employee of our company will guide you through the entire registration process and help you obtain funding.

What benefits does registration with EUIPO provide?

Amazon sellers and other e-commerce platform users with registered trademarks can take advantage of various brand protection programs. The largest marketplace in the world offers many tools that ensure your rights are not violated. If you register your brand with the Brand Registry, you will gain access, among other things, to:

Automated brand protection.

Amazon IP Accelerator.

Report of Violation.

In addition, participation in Amazon Brand Registry guarantees access to numerous useful tools that will increase the conversion of your listings, e.g.,:

Brand Analytics - provides access to data regarding customer behaviour, e.g. shopping cart information.

Amazon Brand Store - allows you to create a store where you promote all listings marked with your trademark.

Sponsored Brand Ads - with this option in your marketing campaign, 3 similar products of your brand appear in search results for specific keywords.

Remember that actions to protect the trademark work to your benefit and the entire company! Their purpose is, among other things, to protect consumers against counterfeits, which is why registration with the EUIPO positively impacts the image of the company.

Why is it worth registering a trademark?

Selling on a globally reaching marketplace provides huge development opportunities, but it also involves certain risks. On platforms like Amazon, you would have to constantly monitor whether your intangible assets are not being infringed. However, you can save a lot of time and stress by registering your trademark with a local, European, or international intellectual property office. This also allows you to join attractive programs offered by e-commerce platforms, e.g. Amazon Brand Registry. They provide protection against abuse from dishonest sellers and protect your customers from fraud. Registration with EUIPO is the best decision to effectively protect your brand. Are you determined? Schedule a consultation!

* Note! Information about the possibility of obtaining funding is current as of 19.09.2022.

Happy Selling

Amata Borys-Chudek

Go2Market Crew