When the trademark is successfully registered in a given country, in Europe, or internationally in various countries, trademark monitoring is about protecting it over the long term and countering possible conflicts. Trademark monitoring nationally and internationally serves these aims. In the case of word marks, what is looked for are identical or phonetically identical trademarks in all classes of goods and services along with very similar trademarks in selected or in relevant classes. In the case of figurative marks, it is necessary to monitor whether visually similar trademarks are to be registered in the same class or classes.
Service providers may be entrusted with ongoing trademark application monitoring. The service providers deliver current reports on a periodic basis. Or a trademark attorney can perform this monitoring, probes the ongoing reports, and reports when there is possibly a need to act to protect one’s own trademark.