Apply for a trade mark

Apply for a trade mark

Registering a trade mark is the best way to protect your company, brand and reputation.

Once your trade mark application is assessed, the examination fee is non-refundable. We recommend preparing thoroughly before submitting your application.

1. Search for competing trade marks

Your application to register a trade mark may run into problems if your intended mark is already applied for, registered, in use or is ‘confusingly similar’ to an existing trade mark.

This makes it important to check whether or not the same or a similar trade mark is already on the register or in use. The best trade marks are unique and distinctive, or used in relation to different goods or services so they won't be confused with similar trade marks.

Is your trade mark already on the register?

Before applying, use Trade Mark Check to see if a trade mark like yours already exists on the NZ Register. You can search by word, logo or image.

Trade Mark Check

If you want to search for trade mark cases by case number, owner, or date, use our Trade Mark Case Search.

Trade Mark Case Search

You can also check if others may be using a word or slogan by:

  • Using ONECheck. Enter the word you’re interested in and view the results of availability for company names, domains and social media usernames.
  • Searching the internet with a search engine such as Google.
  • Checking the international trade mark register to see if anyone has already applied for your trade mark in New Zealand, even if it hasn’t been notified on the New Zealand register yet.

For more information on the use of a trade mark in relation to specific goods or services, see Classifying your goods and/or services.

2. Consider an initial assessment

If you're still not sure if your trade mark is unique enough, or are otherwise unfamiliar with the trade mark registration process, we recommend an application for a search and preliminary advice report before making an application to register your trade mark.

A search and preliminary advice report will provide you with an assessment of whether your trade mark is likely to comply with two important areas that are examined under the Trade Marks Act 2002 (the Act).

After receiving the report you can decide whether you’d like to stop, change or proceed with your application. If you file a trade mark application within 3 months of filing a search and preliminary advice request, and the details of that application are exactly the same as what we have assessed, then your trade mark application fee will be reduced.

More information about search and preliminary advice fees can be found on our Trade Mark Fees page.

Note that trade marks containing some words may not be able to be registered - or only with permission of a third party. See what words are protected.

3. Determine the trade mark type

The most common types of trade mark are:

  • Word trade marks
    Such as a business name like ‘Dove’.
  • Image trade marks
    These do not contain any words, such as:
  • Combined trade marks
    These are a combination of a word and image (or words in a stylised form), for example:

4. Decide the owner

A trade mark can become a valuable asset, and you need to manage it like any other property right. Make sure you have a plan in your business or company for who will look after it (for example, pay 10-yearly renewal fees).

A trade mark can be owned by:

  • a company
  • individual(s)
  • two partners
  • one or more of the company owners
  • other legal entities, such as an incorporated society.

Determining who owns a trade mark is an important decision and, while you can always transfer ownership later, it’s a lot easier if you get it right from the start.

If you’re unsure about who should own the trade mark you’re applying for, it’s not a bad idea to stop now and get legal advice.

5. Work out the specification

Your trade mark application must include a list of the goods and services that you want to use your trade mark for. This list is called your specification of goods and services. A reduced application fee is available if your specification uses only pre-approved goods and services terms. There are over 60,000 pre-approved terms to choose from.

Your specification must include which classes your goods or services fall into. There are 34 classes for goods and 11 for services. Your trade mark application fee is based on how many classes are included in your specification.

To find pre-approved terms for your specification use our Trade Mark Specification Builder. (Note: our old goods and services classification tool also remains available at this time).

Pay a reduced application fee and save time by using pre-approved goods and services terms


Let’s suppose you want to register a trade mark for a business that makes outdoor clothing. To find goods and services terms to include in your specification go to our Trade Mark Specification Builder and search for ‘clothing’. You’ll see matches for ‘clothing’ in ‘Class 25 – Clothing, footwear, headgear’.

Look over the results in other classes to see if they are also appropriate for what your business offers. If you also make protective clothing you may want to add terms from class 9 which includes safety equipment.

Do more searches with other keywords relevant to your business. If your business provides services like retail where you are selling goods from other suppliers, or tailoring or customisation, you may want to add terms in the relevant services classes too.

Hints and advice:

  • Check what goods and services terms your competitors have in their trade mark specifications. You can easily find their registered trade marks using Trade Mark Check, or Trade Mark Case Search.
  • Save your results from Trade Mark Specification Builder for your reference.
  • Include IP in your business plan and strategy. You may want to seek advice from a business advisor or trade mark attorney.

For more information about trade mark classes, see Classifying your goods and/or services.

6. Become a registered user

For trade mark applications, it’s mandatory to apply and communicate with us via our case management facility. Communications received outside this will not be considered valid unless exceptional circumstances exist.

You’ll need a RealMe login and an IPONZ account to become a registered user of our services.

Application process

Follow the steps below if you're applying for one trade mark. If you're applying for more than one trade mark, and you don’t have experience applying for trade marks, you should probably seek advice from an intellectual property attorney (lawyer) before continuing.

  1. Log in to our case management facility by selecting the Login button at the top right of this page.
  2. Under the Trade Mark section, select Apply for a Trade Mark. This will open the Trade Mark application form.
    • You can also access this form by visiting our Manage IP page, then under Trade Marks, selecting the Apply for > A trade mark option.
  3. Complete the Trade Mark application form.
  4. If you applied for a search and preliminary advice report, click the Search button under the Base Search and/or Preliminary Advice section. This will allow you to search for your previous report and attach it to your application.
  5. If you are applying for just one trade mark, leave the Series default selection as No.
  6. If you are applying for a standard trade mark, leave the Nature default selection as Trade Mark. Collective trade marks are only used for groups, such as farmer co-ops.
  7. If you are applying for:
    • a word trade mark, enter the words in the Mark Name field
    • a combined trade mark, enter the words appearing in the image in the Mark Name field, and upload the GIF or JPG file of the image (this option is for images or words that are in a special font).
    • an image trade mark, upload the GIF or JPG file of the image/logo.

Note: You can Save your application at any time and return to it at a later point.

Submitting your online application

  1. Do a final check before paying your trade mark application fee - make sure you have entered all your details correctly.
  2. Select Submit (or Save if you want to return later).
  3. Pay your application fees.
Ready to apply?

The next step is to login using RealMe to our case management tool.

Next steps

We will examine your application and provide a response within a given timeframe. You’ll receive an email inviting you to login to see the outcome.

Your trade mark application might be approved right away. However, sometimes we decide the trade mark can't be registered, in which case you'll be advised of the rationale behind our decision.

The most common objection you is that your application needs better classification of its goods or services. In these cases you'll be told the steps you need to take to amend this.

For any objections we raise against your trade mark you can respond to us explaining why you disagree.

If we need additional information, you'll be informed of this by letter through the case management facility. Please respond to this promptly, being sure to follow the instructions detailed inside it.

See Respond to compliance report.

Wait for the registration period

After you receive your acceptance notice, your trade mark application is advertised. If there is no opposition to your trade mark within three months, then your application should be registered at a minimum of six months after the filing date.

See Application acceptance.

Protecting your trade mark rights

Once you've successfully received your full trade mark registration, you should protect your trade mark rights by:

  • using the ® symbol (a ™ symbol doesn’t mean you have a legally-registered trade mark)
  • fulfilling your responsibility to IPONZ by maintaining up-to-date ownership and address details
  • monitoring your trade mark against infringements.

Registering overseas

When you apply for a trade mark with us (the New Zealand Intellectual Property Office), that application is only for a right in New Zealand. If you decide at any point after making your application that you need to protect your trade mark in other countries, you can use an international trade mark filing system called the Madrid Protocol.

Alternatively you can apply directly for your trade mark in each country you want your brand protected in. Note that the process involved in different jurisdictions could be very different to applying in New Zealand as each countries national laws and practices will apply.

If you decide to file a trade mark overseas, you can claim convention priority on applications that are based on your New Zealand trade mark application filing date, if you do it within six months. This only applies in countries that have joined the Paris Convention.