Trademark protection can be obtained for virtually any distinctive sign. Beyond logos, trade names, and slogans, shapes, sounds, colours, and even scents can be registered as trademarks. The scope of protection depends on the distinctiveness of the mark and the goods or services covered, and on the strength of the registration strategy behind it.
At pitch.law, we develop trademark strategies tailored to your business objectives: from initial clearance searches and filing to portfolio management, licensing, and enforcement. Our approach integrates legal expertise with proprietary technology to deliver faster and more cost-effective results than traditional trademark practices, giving your brand durable, enforceable protection.
The choice of where and how to register is a strategic decision, not an administrative one. A Benelux trademark (filed at BOIP) covers Belgium, the Netherlands, and Luxembourg at a modest cost. An EU trademark (filed at EUIPO) covers all 27 member states through a single registration, offering broader geographic coverage at a lower per-country cost. An international registration (via the Madrid System at WIPO) extends coverage to any combination of the system's 130+ member countries through a single application.
The right combination depends on your commercial footprint: where you currently operate, where you plan to expand, where your competitors are active, and where enforcement is most likely to be needed. We model the cost and coverage of each option and recommend a filing strategy that maximises protection within your budget. EU trademark filing at EUIPO starts at EUR 450 ex-VAT for a single-class application through our flat-fee filing service.
A trademark portfolio requires active management: renewals must be tracked and actioned, use must be maintained in registered territories to avoid non-use cancellation, specifications must be reviewed against evolving commercial activities, and new threats must be monitored and assessed. Our IPRHQ platform provides a unified dashboard for all portfolio management functions, with automated deadline tracking, renewal reminders, and conflict alerts.
For growing businesses, portfolio management also involves strategic expansion: filing in new markets as the business grows, adding new marks as product lines develop, and updating specifications to reflect changes in the goods and services offered. We conduct annual portfolio reviews that align trademark coverage with current business strategy and recommend additions, amendments, or rationalisations as appropriate.
A registered trademark that is not enforced is a diminishing asset. We implement structured enforcement programmes that integrate monitoring (tracking new filings and market use), assessment (evaluating each conflict for significance and strategic value), and response (selecting the appropriate enforcement tool for each situation). Available tools range from cease and desist letters and co-existence negotiations to formal opposition proceedings, invalidity actions, and court litigation where necessary.
At BOIP (Benelux), registration typically takes 4 to 6 months without oppositions. At EUIPO (EU), the process takes 4 to 8 months. International registrations via the Madrid System vary by jurisdiction but generally take 12 to 18 months for all designations to be finalised.
A Benelux trademark covers Belgium, the Netherlands, and Luxembourg. An EU trademark (EUTM) covers all 27 member states through a single registration, offering broader protection at a lower per-country cost. The right choice depends on your commercial footprint and enforcement priorities. Both can be combined with international registrations for coverage outside the EU.
Our EUR 450 ex-VAT flat fee for EUTM filing covers the preparation and filing of a single-class EU trademark application at EUIPO, including class and goods/services selection advice, formal filing, and monitoring of the application through examination and the opposition period. Multi-class and multi-jurisdiction filings are priced transparently based on the scope.
We implement structured enforcement programmes covering monitoring, assessment, and response. Available enforcement tools include cease and desist letters, opposition proceedings at EUIPO or BOIP, invalidity actions, UDRP domain dispute proceedings, platform takedowns, and court litigation. We select the most proportionate and cost-effective tool for each situation based on the nature of the conflict, the commercial stakes, and the jurisdiction.
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