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Trademark registration is possible at three levels: Benelux (BOIP, €240), EU (EUIPO, €850), or worldwide via the Madrid System (WIPO + selection of countries). Which route suits you depends on your markets — Benelux-oriented or international ambitions? An EU registration provides protection in 27 countries for 4 times the BOIP price; the Madrid System enables global rollout via a single basic application. Below: three routes compared, with costs and strategy.
The short answer
- BOIP (Benelux): € 240, 3 countries (NL/BE/LU).
- EUIPO (EU): € 850, 27 EU countries — best price/coverage.
- Madrid (WIPO): from €750+ per country — for worldwide plans.
- Strategy: start small (Benelux or EU) and expand into markets where you are active.
Three routes compared
1. BOIP — Benelux
- Coverage: The Netherlands, Belgium, Luxembourg.
- Costs: €240 for 1 class, +€27 per extra.
- Validity: extendable for 10 years.
- For: local Benelux company without EU ambitions.
- Procedure: 4-6 months.
2. EUIPO — European Union
- Coverage: 27 EU countries.
- Costs: €850 for 1st class, +€50 for the 2nd, +€150 thereafter.
- Validity: extendable for 10 years.
- For: EU-oriented company — best price/coverage.
- Risk: opposition from 27 countries possible, refusal of 1 country = total trademark refusal.
3. Madrid System — worldwide
- Coverage: 130+ countries worldwide.
- Costs: basic application ~€750 + €100-€1,500 per chosen country.
- Validity: extendable for 10 years.
- For: international plans outside the EU (UK, US, Asia).
- Required: existing national registration as a “basic trademark” (BOIP or EUIPO).
Which route when?
BOIP suffices for
- Small SME with B2C focus in the Benelux.
- Local services (hairdressers, lawyers, physiotherapy).
- First trademark registration as a test.
- Budget limited — pilot project.
EUIPO more logical with
- Webshop with EU shipping.
- SaaS/software aimed at the EU market.
- B2B services for EU clients.
- Plans for expansion into neighboring countries.
Madrid necessary at
- Exporter to UK, US, Canada, Asia.
- International franchisee or licensee.
- Production in a low-wage country with trademark protection.
- Anti-counterfeiting strategy for global markets.
EU trademark risk: 1 refusal = total refusal
EU trademark is refused as opposition or refusal in one Member State. E.g. Belgian company with older Benelux trademark files opposition → EU trademark is refused, also for the other 26 countries.
Lifeline: in the event of EU refusal, you can “convert” to national applications in countries where there is no conflict — but that costs extra money and time. For high-risk situations: consider BOIP + country-specific registrations in advance.
Madrid System: How Does It Work?
- Basic mark: ensure BOIP or EUIPO registration as a basis.
- International application: via BOIP/EUIPO at WIPO.
- Country selection: choose from 130+ Madrid members.
- Country-by-country assessment: each selected country assesses separately (3-18 months).
- Central management: one grant, one transfer of ownership via WIPO.
Advantage: one central application for multiple countries. Disadvantage: dependent on the basic trademark in the first 5 years — if the basic trademark is lost, international registrations are lost too.
Example costs of an international strategy
Maya wants international plans for MayaDesign — expansion to the UK, US, and Germany:
- BOIP Benelux (basic): €240.
- EUIPO (EU basis incl. Germany): €850. But then double BOIP fees. Better: EUIPO only as the basis.
- Madrid via EUIPO base brand: ~€750 + UK ~€350 + US ~€1,500 = €2,600.
- Total: €3,450 for 27 EU countries + UK + US — significantly more favorable compared to individual national applications (€5,000-€10,000).
Honest recommendation
For SMEs with EU ambitions: go straight for EUIPO — best price/coverage. For local services Benelux-only: BOIP suffices. For global plans: build up step by step via the Madrid system (first EUIPO as a basis, then country by country if truly necessary). For an anti-counterfeiting strategy towards Asia: local registration in China and Japan is virtually necessary (own system alongside Madrid).
For other topics: trademark registration, trademark register and trademark infringement.
Frequently Asked Questions
BOIP (€240) for a local Benelux company. EUIPO (€850) for an EU-oriented company — 27 countries for 4× the BOIP price. For almost every SME with a digital presence: EUIPO is the more logical choice.
International trademark registration system via WIPO. One application covers 130+ countries — select specific markets. Requires existing BOIP or EUIPO registration as the base trademark. Costs: base ~€750 + €100-€1,500 per country.
An EU trademark is entirely refused in the event of refusal or opposition in one Member State. Lifeline: “converting” to national applications in conflict-free countries — costs extra money and time. In case of risk: assess country strategy in advance.
BOIP: 4-6 months. EUIPO: 4-8 months. Madrid: basic application 1-3 months, then 3-18 months per chosen country for review. Total international strategy: 1-2 years for full coverage.
Madrid registrations in the first 5 years: if the basic trademark (BOIP or EUIPO) is invalidated or cancelled, the international registrations also lapse. Thereafter independent. An important reason to protect the basic trademark well.
EU trademarks that existed before 2021 have been automatically converted into UK equivalents. New registrations: separate UK application at UKIPO (£170+) or via the Madrid System. EUIPO no longer covers the UK since Brexit.
Both are part of the Madrid System — registration via WIPO is possible. However, Asia has specific rules (China is “first-to-file” — whoever registers first wins). For Asian anti-counterfeit markets: local registration is often advisable initially, alongside Madrid.
