Trademark rights are distributed geographically. The system of Madrid jurisdiction is an economical and convenient enough solution to register and manage a trademark from anywhere in the world. The system of international registration of trademarks, adopted in Madrid, offers owners of certain brands the opportunity to apply a trademark and protect its uniqueness and autonomy through a single procedure, using one language and paying a single set of state fees.
How many countries can you embrace? At the discretion of the owner. Depending on the countries required, the cost of filing an application for registration of a national trademark may be slightly more expensive or cheaper. In addition, for some symbols, the more stringent requirements of the Protocol apply in comparison with national requirements.
Will the trademark usage be the same for every country? IR does not change to use each designation, but it is possible to restrict services or goods to some extent to the jurisdiction of a particular country.
What states can you designate? Some jurisdictions offer a greater vulnerability to a right acquired through IR than to a right obtained through national registration. That is why, it is better to refuse to use a universal strategy for registration. Instead, it would be more expedient for companies to resort to the Madrid system, taking into account all its advantages, including lower costs and greater efficiency, which is important for protecting the mark in world markets.
Please note that after Brexit, the UK is no longer designated as the EU on the IR application.