Intellectual Property

Trademark Services

Q: I am searching for a name for my company/product/service. What do I need to know?

Branding is mainly about marketing, but the legal aspects should not be underestimated. Perform proper trademark research to avoid having to rebrand later because you are infringing on someone's rights. If you plan to register your brand name as a trademark, make sure it is not excluded from registration — for example because it is misleading or purely descriptive for the services you are offering. And consider how strong your brand name is as a trademark: to fight off copycats efficiently, the mark should be as distinctive as possible.

Q: Do I really need a trademark?

No. A trademark is not needed to offer goods or services. If you can prove that you used the trademark for certain goods or services in the past, no one can prohibit you from continuing to use it to the same extent by registering 'your' trademark. However, registration is still useful in many cases — it shifts the burden of proof and gives you stronger, easier-to-enforce rights.

Q: When do I need a trademark?

This highly depends on your intended use. As a rule of thumb: the stronger your brand, the more useful the trademark. The more you rely on the quality of your goods or services — and not on their uniqueness — the more useful a trademark becomes. If you are in the B2C business with a large customer base, a trademark is more valuable than if you have a few specialist business clients who know you personally. Also consider which markets you are present in. If you are not sure, ask an expert.

Q: I got my trademark registered. What now?

Registration gives you the freedom to use your mark for the goods and services you registered it for. But that is just the beginning: to prevent the weakening of your trademark, you should fight off new registrations or unregistered use of similar marks. The easiest way is by monitoring new applications and informing any infringers about your rights. You can also assess whether you can capitalise on your trademark, for example by licensing it.

Q: I received a 'Cease & Desist' letter stating that I infringe someone's trademark. What should I do?

Contact a legal expert promptly. Such letters are often baseless or even a scam, but sometimes the other party is correct and you should try to negotiate an amicable solution. Do not ignore the letter — unresponded C&D letters can be used against you in subsequent proceedings.

Research, Registration, Monitoring & Action — protecting your brand from day one.

✓ Switzerland's largest law firm focused on tech companies

✓ 30+ legal experts — research, registration and enforcement

✓ Flat-fee packages with transparent pricing

✓ National (IPI), EU (EUIPO) and international (WIPO/Madrid) coverage

✓ Monitoring, infringement response and coexistence agreements

✓ Trusted by 1000+ clients

Book a free call Discover pricing

Trusted by 1'500+ tech companies & investors

"A trademark is one of your company's most valuable assets — it embodies your reputation and gives you the freedom to operate. Book a call with me and my team to protect yours."

Thomas Kuster · Partner @ LEXR · Book your free call →

How we solve your challenges

From initial research and clearance to registration, monitoring and enforcement — full trademark lifecycle in one team.

Before you commit to a brand, we run a thorough search across national and international registers, identify conflicts with existing marks, and give you a clear picture of your registration chances and any risks — so you can name your company or product with confidence.

We handle the end-to-end registration process: drawing up the list of goods and services tailored to your business, filing with the relevant authority (IPI for Switzerland, EUIPO for the EU, or national registers in Germany), and acting as your registered representative so no deadline is ever missed.

We advise on the most cost-effective international expansion strategy, file via WIPO's Madrid System to cover multiple countries in a single application, and manage the entire process — from the base mark through to confirmation of protection in each designated territory.

We continuously watch for new applications and unregistered uses that could conflict with your mark, send you regular conflict alerts, and advise on whether and how to react — keeping your brand asset strong and enforceable.

When a copycat appears or monitoring flags a problematic registration, we issue a cost-efficient, tailored cease-and-desist letter and, where appropriate, a first proposal for a coexistence agreement — stopping infringers quickly without unnecessary escalation.

The LEXR approach

How we deliver Trademark, AI-amplified

Step 01

Matter in

Brief us in plain language — we scope it and route it to the right specialist.

Intake < 4h

Step 02 AI · Privileged

AI does the heavy lifting

Our own AI stack drafts, reviews and cross-checks — inside privilege.

60% fewer draft cycles

Step 03

Senior lawyer signs off

The specialist who built the strategy reviews and signs every output.

Thomas Kuster

Audrey Canova

Yoann Garraux

Step 04

Output delivered

On scope, on the quoted price — delivered into your workflow.

Scope and price are fixed in writing before we start — AI absorbs the lift, not your budget.

Our expert trademark services

One team across the full trademark lifecycle — from clearance search to infringement response.

Trademark research & clearanceNational trademark registration (CH)EU trademark registration (EUIPO)International registration (WIPO Madrid)Trademark monitoringInfringement first responseCoexistence agreementsTrademark licensing advice

Find your perfect flat fee plan

National Trademark Registration

From CHF 750 (excl. VAT & official fees). Research report, goods/services list, IPI filing and representation as your registered agent.

Book your free call →

International Trademark Registration

From CHF 1'000 (excl. VAT & official fees). Worldwide research report, strategy assessment, and filing via EUIPO or WIPO Madrid System.

Book your free call →

Trademark Monitoring

From CHF 1'000 per year (excl. VAT). Continuous watch on one trademark in up to 3 classes, conflict alerts, and expert risk assessments.

Book your free call →

Infringement First Response

CHF 500 (excl. VAT). A tailored cease-and-desist letter and a first coexistence agreement proposal — fast and cost-efficient.

Book your free call →

Why LEXR

Tech-sector IP expertise

Our IP team has registered trademarks for SaaS, AI, FinTech and MedTech companies across Switzerland, the EU and globally. We understand the naming landscape of the tech world and advise accordingly.

Transparent, fixed fees

Every package is quoted up front — no surprise hourly bills. You know the cost of your national registration, monitoring or infringement response before we start work.

End-to-end representation

We act as your registered representative at the IPI, EUIPO and WIPO, handle all correspondence and deadlines, and stay by your side from initial research through to enforcement.

Trademark FAQ

The questions founders and brand owners ask us most before registering a trademark.

Branding is mainly about marketing, but the legal aspects should not be underestimated. Perform proper trademark research to avoid having to rebrand later because you are infringing on someone's rights. If you plan to register your brand name as a trademark, make sure it is not excluded from registration — for example because it is misleading or purely descriptive for the services you are offering. And consider how strong your brand name is as a trademark: to fight off copycats efficiently, the mark should be as distinctive as possible.

No. A trademark is not needed to offer goods or services. If you can prove that you used the trademark for certain goods or services in the past, no one can prohibit you from continuing to use it to the same extent by registering 'your' trademark. However, registration is still useful in many cases — it shifts the burden of proof and gives you stronger, easier-to-enforce rights.

This highly depends on your intended use. As a rule of thumb: the stronger your brand, the more useful the trademark. The more you rely on the quality of your goods or services — and not on their uniqueness — the more useful a trademark becomes. If you are in the B2C business with a large customer base, a trademark is more valuable than if you have a few specialist business clients who know you personally. Also consider which markets you are present in. If you are not sure, ask an expert.

Registration gives you the freedom to use your mark for the goods and services you registered it for. But that is just the beginning: to prevent the weakening of your trademark, you should fight off new registrations or unregistered use of similar marks. The easiest way is by monitoring new applications and informing any infringers about your rights. You can also assess whether you can capitalise on your trademark, for example by licensing it.

Contact a legal expert promptly. Such letters are often baseless or even a scam, but sometimes the other party is correct and you should try to negotiate an amicable solution. Do not ignore the letter — unresponded C&D letters can be used against you in subsequent proceedings.