Protecting Your Brand in the UAE: A Guide to Trademark Registration

In today’s hyper-competitive business environment, your brand isn’t just a logo—it’s your identity, reputation, and the emotional connection you have with your customers. In a market like the United Arab Emirates (UAE), where innovation, luxury, and global competition intersect, protecting that brand is crucial. Whether you’re a tech startup, a fashion label, a restaurant chain, or a service provider, registering your trademark in the UAE is one of the most important legal steps you can take to secure your intellectual property.

Without proper trademark protection, your brand name, logo, or slogan can be misused or even stolen. The UAE’s legal framework provides robust protections for registered trademarks, giving businesses exclusive rights and a legal pathway to enforce them. This guide walks you through everything you need to know about trademark registration in the UAE—from why it matters, to how the process works, to how you can enforce your rights when needed.

What Is a Trademark?

A trademark is any sign, word, name, logo, symbol, or combination thereof that distinguishes the goods or services of one business from another. It could be a brand name (like “Emirates”), a logo (like Nike’s swoosh), or even a tagline (like “Just Do It”). Trademarks help consumers identify the source of products or services and protect businesses from unfair competition or brand confusion.

In the UAE, trademarks are governed by Federal Decree-Law No. 36 of 2021 on Trademarks, overseen by the Ministry of Economy. The law applies across all seven emirates and offers significant protections for registered marks.

Why Register a Trademark in the UAE?

Registering your trademark is not just a formality—it gives you exclusive legal rights to use that mark within the UAE. Key benefits include:

Legal protection against infringement and counterfeiting
Exclusive use of the mark for specific goods or services
Stronger brand value for partnerships, franchising, or investment
Eligibility to sue for damages and seek enforcement through UAE courts
Customs protection against imports of counterfeit goods

If you don’t register, your brand remains vulnerable. Even if you’ve been using it for years, someone else can register it before you and gain legal ownership, leaving you with little recourse.

What Can (and Cannot) Be Registered?

The UAE has clear guidelines on what qualifies as a trademark. You can register:

Words and brand names
Logos and graphic symbols
Slogans or taglines
Letters and numbers
Packaging or design elements that are distinctive

However, some items cannot be registered, including:

Generic or descriptive words (like “Best Shoes” for a shoe brand)
Marks that are misleading or offensive
National flags or emblems
Names or logos already registered by another party

Step-by-Step: Trademark Registration Process in the UAE

1. Conduct a Trademark Search

Before applying, conduct a trademark availability search to ensure no one else has registered a similar mark. This helps avoid objections or future disputes. Searches can be done through the UAE Ministry of Economy’s trademark database or with legal assistance.

2. Prepare Your Application

Gather the necessary details, including:

A clear image of your trademark
List of goods/services the trademark will cover (based on the Nice Classification system)
Applicant’s details (individual or company)
Priority claims (if you’ve registered the mark in another country)

3. Submit the Application Online

All applications are submitted through the Ministry of Economy’s online portal. You’ll need to pay the official filing fee (currently AED 750+ per class).

4. Review and Examination

The Ministry will examine the application to check for compliance and conflicts. If accepted, your mark will move to the publication stage. If rejected, you’ll be given an opportunity to respond with justifications or amendments.

5. Publication in the Official Gazette

Your trademark is published in the UAE Trademark Journal and two local newspapers. This gives the public 30 days to file an opposition.

6. Certificate of Registration

If no objections are received (or objections are resolved), you’ll receive an official Trademark Registration Certificate. Your trademark is now protected in the UAE for 10 years, renewable indefinitely.

Costs and Timeline

Filing Fee: AED 750+ per class
Publication and Registration Fees: Additional AED 5,000–6,000 depending on services used
Timeline: The entire process typically takes 4 to 6 months, provided there are no major objections.

Working with a legal advisor can help streamline the process, especially for international businesses or those managing multiple trademarks.

Enforcing Your Trademark Rights

Once registered, you have the exclusive right to use the trademark—and to take legal action against anyone infringing it. Enforcement options include:

Cease and desist letters: Issued to infringers demanding they stop using your mark
Civil lawsuits: Filed in UAE courts to claim damages or stop unauthorized use
Administrative actions: Through the Ministry of Economy
Customs enforcement: Register your mark with UAE customs to block counterfeit imports

Trademark infringement is a serious offense in the UAE and can lead to significant penalties, including fines and confiscation of goods.

International Trademark Protection

If you operate globally, registering your mark in the UAE is just the beginning. You may also want to register in other countries through:

The Madrid Protocol (UAE acceded in 2021)
Direct national filings in each country of interest

Using the Madrid System, you can file one application and designate multiple member countries, simplifying the process and reducing costs.

Trademark Renewal and Maintenance

Your UAE trademark is valid for 10 years and can be renewed indefinitely in 10-year increments. A renewal application must be submitted within the last year of the validity period. If you miss the renewal deadline, you have a grace period of three months to renew with a late fee.

Failure to renew results in the loss of rights—and the mark can be registered by someone else.

Common Mistakes to Avoid

Not registering the trademark at all: Leaving your brand unprotected
Failing to monitor your mark: Letting others misuse or imitate it
Ignoring renewal deadlines: Losing legal protection
Registering in the wrong class: Not covering all relevant goods/services

To maximize protection, conduct regular brand audits and seek professional legal advice when expanding your offerings or entering new markets.

Conclusion: Take Ownership of Your Brand

Your brand is one of your most valuable business assets. In the UAE’s dynamic and globally connected marketplace, trademark registration isn’t optional—it’s essential. By registering your trademark, you gain legal control, enhance brand credibility, and lay the foundation for sustainable growth.

Whether you’re launching a new brand or expanding an existing one, don’t wait until a competitor copies your logo or name. Protect it now—before someone else does.