In a market as large and competitive as the European Union, a brand name is more than just a word — it’s your identity, promise, and value in the eyes of customers. Choosing a unique and recognizable brand name is essential for gaining trust and standing out among competitors.
But selecting a name is only the beginning. If you want exclusive rights to use it and protect your business legally, you must register your brand name through the official European system. Doing so prevents others from copying or imitating your brand, helps build reputation, and allows expansion across all EU member states.
This article will walk you through the key steps to register a brand name in the EU, from verifying its uniqueness to filing your application and understanding the costs involved.
Verifying the Uniqueness of Your Brand Name
Why Checking Availability Is Crucial
Before you register a brand name in EU, it’s vital to ensure it’s not already in use or too similar to an existing trademark. If your chosen name closely resembles another protected name, your application could be rejected or challenged. This can waste time and money — and potentially force you to rebrand.
Tools to Check Availability
The European Union Intellectual Property Office (EUIPO) provides free online tools to help you verify whether your brand name is already registered:
TMview
- A comprehensive database of trademarks registered in the EU and globally.
- Lets you search by name, class, country, and application status.
- Available in multiple languages.
eSearch plus
- Official EUIPO platform for checking European Union Trade Marks (EUTMs).
- Provides advanced filtering, visual logos, and applicant data.
What to Look For
When using these tools, check:
- Exact matches to your brand name
- Similar names or spellings in related industries
- Registered trademarks under the same class of goods or services
If the name appears available, you can proceed with more confidence to the registration stage.
The Application Process: Step by Step
Registering a brand name in the EU involves filing for an EU trademark (EUTM), which grants protection across all 27 member states. The process is centralized and managed online via EUIPO.
Step 1: Prepare Your Brand Details
Before applying, gather the following:
- The brand name (word mark or combined logo)
- The type of goods/services your brand covers
- Applicant’s personal or company information
- Trademark representation (text or image file, if applicable)
Step 2: Select the Right Classes
You must categorize your brand under one or more Nice Classification classes. These indicate the types of goods or services your brand name applies to. Examples include:
- Class 9: Software, electronics
- Class 25: Clothing and footwear
- Class 35: Business and advertising services
Choose carefully — you can’t add new classes later without a new application.
Step 3: File Your Application with EUIPO
To apply:
- Create an account at euipo.europa.eu
- Choose the type of trademark (word, figurative, combined)
- Enter your brand name and class selection
- Submit your documents and pay the fee online
You can file in any of the EU’s official languages, though communication will be in one of the EUIPO’s five working languages (English, French, German, Italian, Spanish).
Step 4: Examination and Publication
EUIPO examines your application for completeness and legal compliance. If approved, your trademark is published in the EU Trade Marks Bulletin for a 3-month opposition period. During this time, third parties can challenge your application if they believe it infringes on their rights.
Step 5: Registration Certificate
If there is no opposition (or if an opposition is rejected), your trademark is officially registered, and you’ll receive a digital certificate. The trademark is valid for 10 years and can be renewed indefinitely.
Registration Costs and Timelines
How Much Does It Cost?
As of 2025, the basic costs for registering a brand name with EUIPO are:
- €850 for the first class of goods or services
- €50 for the second class
- €150 for each additional class beyond two
These are official fees. Additional costs may apply if you hire a legal representative or IP consultant to assist with your application.
Optional Expenses
- Legal review or consulting: €200–€1000+ depending on complexity
- Translation fees, if documents are in non-EU languages
- Trademark watch services to monitor new filings similar to your mark
How Long Does It Take?
From application to registration, the process typically takes:
- 4 to 6 months if no opposition is filed
- 6 to 12+ months if opposition or objections occur
To reduce delays, ensure all documents are accurate and the brand name is clearly unique.
Conclusion
Registering a brand name in the EU is a smart move for businesses aiming to build a protected and recognizable identity across Europe. The process, while structured and well-supported online, requires careful planning — especially when it comes to checking the uniqueness of your name and selecting the correct product classes.
By using EUIPO’s search tools, preparing your application thoughtfully, and understanding the costs and timelines involved, you can secure exclusive rights to your brand across all 27 EU countries.
